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Uma Thurman is the face of Alfa Romeo
19 May 2010
Actress Uma Thurman and William Shakespeare's verses - "We are such stuff as dreams are made on" - are featuring in the advertising campaign that will be revealing the multi-faceted soul of the new Alfa Romeo Giulietta ahead of the presentation to the public at Italian dealerships 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, 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.
A dream realised
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.
Made in the USA
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.
About Henrie Geyser
Henrie Geyser joined the online publishing industry through iafrica.com, where he worked for five years as news editor and editor. He now freelances for a variety of print and online publications, on the subjects of cars, food, and travel, among others; and is a member of the South African Guild of Motoring Journalists. moc.acirfai@geirneh
