Alfa Romeo’s first TV campaign for its Brera model breaks this week ahead of the car’s weekend launch. The ad is Krow’s first work for the marque since its appointment to handle the Brera launch earlier this year (<I>MW</I> February 9).
The ad, entitled “Driving soul”, features people reacting to the car in extraordinary ways but returning to normal as soon as it passes them. The music is “What is the soul of a man?” by gospel singer Sister Rosetta Tharpe, and British soul singer Omar provides the voiceover. He says: “What is Soul? Who can say? All we can say is that when it’s there we like itâ¦ and when it’s gone, we miss it.” Media planning and buying is by Starcom MediaVest.