Alfa Romeo, the Italian performance and racing brand, is launching a campaign that focuses on the brand’s driver-centric focus.
“Control” includes a voiceover by actor Alexander Skarsgard, who appeared in the Alfa Romeo “Type A” campaign earlier this year.
In this effort, the vehicles are the stars, and the spot from the Fiat Chrysler Automobiles brand features choreographed stunts from the 2020 Alfa Romeo Giulia Quadrifoglio and Stelvio Quadrifoglio. The 60-second spot was shot with long-exposure video, which creates light trail visuals, showcasing the design, performance and control that drivers have in their hands when behind the wheel of an Alfa Romeo.
The music in the spot, “Control,” is by Emmit Fenn, described as an "indie-electronic" artist. It is both ethereal and upbeat. The spot ends with the brand's longtime tagline, "The Mechanics of Emotion."
Created in partnership with GSD&M, the campaign will run across select broadcast and cable television networks, digital streaming and social media channels.
The driver is always at the center of the Alfa Romeo brand, said Tim Kuniskis, global head of Alfa Romeo and head of passenger cars – Dodge, SRT, Chrysler and FIAT, FCA – North America.
The spot features Alfa Romeo's updated cockpits, which include a standard 8.8-inch center touchscreen display, state-of-the-art connectivity and available level II autonomous driving capability.
Alfa Romeo’s last effort in April was pandemic-themed and encouraged consumers to stay home and stay safe, using the hashtag #MorePowerfulInPark.