The new breed of Alfa

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This is the title of the advertising campaign to mark the launch of the Alfa 159. Striking and forceful.
The Alfa 159 is much more than a great saloon. It marks a turning point in the way Alfa Romeo views its cars. A view in which engineering and technology are 'visible', almost tangible, right down to the tiniest construction detail. Even with the car stopped. Alfa needed a striking, concise message to mark the market launch of the new model.
'The new breed of Alfa' is the slogan selected by the Brand to showcase the latest addition to the family in a campaign that uses a very forceful language, with great visual and conceptual impact, and which involves a range of communication media: the Alfa 159 takes front stage in TV commercials lasting 45 and 30 seconds, on billboards, in the daily press and in a radio campaign, on the Web and on digital TV, arousing curiosity and interest.
Possibly because the 159 blends characteristics such as styling, performance and driving pleasure, which have always distinguished the Alfa brand, with new strong points in the realm of sturdiness, comfort and safety.
The outcome is a vehicle that can proudly claim to embody the Italian alternative to high prestige saloons world-wide.
The underlying idea of the campaign is both simple and effective. There is in only one 'mechanism', both simple and complex, that has always produced extraordinary results: Man. This is the underlying idea behind the Alfa 159. The new Alfa Romeo saloon therefore appears in the press and peers down from billboards as if 'illustrated' in anatomical charts where a spine, seen in transparency, symbolises the sturdiness and torsional rigidity of the bodyshell; the tendons represent the ceaseless, prefect work of the suspensions; the muscles stand for the strength of the anti-intrusion bars, while the nervous system represents the sophisticated system of 'thought' that controls every detail of the trip. The commercial, filmed in and around Berlin, shows the car in all its beauty with a short, surprising finale: a wolf peeps out of the wood and is instinctively drawn to the road as if he has 'scented' the new Alfa 159 passing by.
Or rather, 'a new breed of Alfa'.
At this point, the ball is in the court of European customers who, from today, will be able to test drive the new vehicle at dealers.

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