The star of Pulp Fiction and Kill Bill, who combines an ice-cold, untainted image with aggressiveness, bravery, dynamism and beauty, epitomises the various souls of Giulietta says Alfa Romeo.
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.
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 versatile Italian photographer took the black and white pictures of the press and poster campaign.
The TV commercial will be aired in Italy starting in 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.
The new Giulietta is destined to arrive in South Africa towards the end of this year. The line-up is still to be defined but the two most likely engines are the 126kW Multiair and the 175kW Multiair in Quadrifoglio Verde guise.
To view the new commercial, go to
www.youtube.com/watch?v=BiNgQt5y8zM&feature=player_embedded.
