• by Fern Siegel , Yesterday

Alfa Romeo Junior campaign for its new compact sports car has an alluring cinematic feel, underscored by the electricity of its lead, "Money Heist" actor Pedro Alonso. 

Migrante Content did the creative — “What Makes Your Heart Sing?” — now running across Europe, includes TV, print, social and OOH elements.

In one spot, Alonso sings “Cuore Matto,” a salute to the Italian spirit and passion of the Alfa Romeo brand, to a beautiful woman. But what incites her passion isn't him — it's the car.

The first iteration of the campaign, “The Salesman” began with a disarming question: ‘When was the last time you fell in love?’

Leo Ricagni, executive creative director, Migrante, adds: “The launch of the Alfa Romeo Junior has been built around what the brand has always stood for — experience, feeling and emotion. At the heart of this communication strategy lies a powerful idea: driving the Junior is not simply an act of mobility, but an emotional and all-encompassing experience that speaks directly to the heart.”

Migrante has offices in the U.S., Europe and Latin America.