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Uma
Thurman and William Shakespeare's verses - "We are such
stuff as dreams are made on" - are featuring in the
advertising campaign for new Alfa Romeo Giulietta ahead
of its presentation to the public at Italian dealerships
which is scheduled for 22 and 23 May.
The star of Pulp Fiction and Kill Bill, who combines an
ice-cold, untainted image with aggressiveness, bravery,
dynamism and beauty, will epitomise the various souls of
Giulietta, a car that knows how to be agile in the
toughest situations and comfortable on everyday roads.
This is the merit of the new "Compact" architecture.
Using sophisticated suspension technical solutions, a
dual pinion active steering, top-quality materials and
state-of-the-art manufacturing technologies, the
Giulietta achieves excellent levels of on-board comfort,
dynamic features and safety (both active and passive).
Created by Leo Burnett, the international campaign - on
TV, press, posters, radio and web, across all the main
countries in Europe - plays on the parallelism between
Uma Thurman and the Alfa Romeo Giulietta: the actress'
personalities are reflected in the features of the car
and ultimately merge. References starting from a
dream-like, abstract dimension are resolved in an urban
context, attributing realism and consistency to
Giulietta's dream. The substance of the new Giulietta is
further confirmed by the pay-off which counterbalances
the Shakespeare quote: "Without heart we are only
machines". In brief, the new Alfa Romeo is a dream that
becomes reality. Precisely like the legendary 1950s
model - the name of the new car is a clear tribute -
that made the dream of owning an Alfa Romeo reachable
for the first time for motorists worldwide.
Another remarkable talent was chosen to capture Uma
Thurman's personality: Fabrizio Ferri. The famous,
versatile Italian photographer took the black and white
pictures of the press and poster campaign.
The TV commercial will be aired in Italy starting on 16
May and was entirely filmed in the USA. Directed by
Kevin Fitzgerald, Uma Thurman plays five roles, five
different women who symbolise the different souls of the
car. The suggestive, exciting sound track is by Maestro
Flavio Ibba.
Destined to relaunch Alfa Romeo in one of the most
important segments in Europe, the new Giulietta has a
wide range of versions created by intersecting two
outfits (Progression and Distinctive), two
customisations packs (Pack Sport and Pack Premium), two
different seat fabric upholstery, leather upholstery
(four colours are available), in addition to eight types
of alloy rims (from 16” to 18”) and nine body colours.
Four turbo engines will be available at the time of its
commercial launch, all Euro 5 compliant and with
standard "Start&Stop" system to reduce fuel consumption
and emissions: two petrol versions (1.4TB - 120 HP and
1.4TB Multiair - 170 HP) and two diesel versions (1.6
JTDM - 105 HP and 2.0 JTDM - 170 HP, both
second-generation MultiJet engines). The range is
completed by the astounding Quadrifoglio Verde 1750 TBi
- 235 HP.
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