Alfa Romeo is promoting it’s first global “Near Life Experience” advertising campaign at the United States Grand Prix in Austin, Texas on Sunday, October 24th. It starts on Friday, October 22nd, on the Alfa Romeo brand’s social media channels and will be published worldwide this year. “The Near Life Experience” can be viewed here.
“The significance of launching our ‘Near Life Experience’ campaign for Alfa Romeo during this weekend’s U.S. Grand Prix is by design,” said Olivier Francois, global chief marketing officer, Stellantis. “It pays tribute to the brand’s rich racing heritage that goes back as early as 1910 and to the start of Formula 1 in 1950 when Alfa Romeo was not only present, we were champions the first year, taking first place with Giuseppe Farina and the Alfetta 158. ‘Near Life Experience” honors a rich automotive pedigree that continues to evolve and delivers on its exceptional promise to Alfa Romeo drivers on the road every day.”
The “Near Life Experience” campaign interprets the new values and ambitions of Alfa Romeo but reminds “Alfistas” that Alfa Romeo vehicles are primarily designed with drive and emotion. Driving an Alfa Romeo is a uniquely emotional experience that conveys something extraordinary to the driver and offers a deep sensory experience. It is the coming together of all emotions, feelings, and landscapes to create the most perfect moment possible for people.
“For Alfa Romeo, the ‘Near Life Experience’ campaign is a very big step toward its future as a premium global brand,” said Jean-Phillippe Imparato, chief executive officer, Alfa Romeo. “While remaining true to the brand’s DNA, the epitome of Italian noble sportiness since 1910, this video speaks of its daring attitude and its unique ability to provide its customers with a visceral experience. This is the first time we’re using a single language all over the world, a direct message to everyone who shares Alfa Romeo’s values.”