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Alfa Romeo Introduces 'Near Life Experience' Global Advertising Campaign at the Formula 1 U.S. Grand Prix

Posted on: Oct 22, 2021
  • Alfa Romeo presents the first global advertising campaign, “Near Life Experience,” at the United States Grand Prix in Austin, Texas, on Sunday, October 24
  • Campaign launches across Alfa Romeo social media channels on Friday, October 22

October 22, 2021, Auburn Hills, Mich. - Alfa Romeo is introducing its first global advertising campaign, “Near Life Experience,” at the United States Grand Prix in Austin, Texas, on Sunday, October 24. “Near Life Experience” will premiere in the United States with a multichannel campaign that will start on Alfa Romeo brand's social media channels beginning this Friday, October 22 and will launch worldwide later this year. “Near Life Experience” can be viewed here.

"The significance of launching our 'Near Life Experience' campaign for Alfa Romeo during this weekend's U.S. Grand Prix is by design," said Olivier Francois, global chief marketing officer, Stellantis. "It pays tribute to the brand's rich racing heritage that goes back as early as 1910 and to the start of Formula 1 in 1950, when Alfa Romeo was not only present, we were champions the first year, taking first place with Giuseppe Farina and the Alfetta 158. 'Near Life Experience" honors a rich automotive pedigree that continues to evolve and delivers on its exceptional promise to Alfa Romeo drivers on the road every day."

The “Near Life Experience” campaign interprets new values and the ambition of Alfa Romeo, yet reminds “Alfistas” that Alfa Romeo vehicles are designed with a premium placed on both driving and emotion. Driving an Alfa Romeo is a uniquely emotional experience that makes the driver feel something extraordinary, delivering a profound experience for the senses. It’s the culmination of all the feelings, emotions and sights, coming together to form a moment as close to perfect as humanly possible.

“For Alfa Romeo, the 'Near Life Experience' campaign is a very big step toward its future as a premium global brand," said Jean-Phillippe Imparato, chief executive officer, Alfa Romeo. "While remaining true to the brand’s DNA, the epitome of Italian noble sportiness since 1910, this video speaks of its daring attitude and its unique ability to provide its customers with a visceral experience. This is the first time we’re using a single language all over the world, a direct message to everyone who shares Alfa Romeo's values."

As part of the campaign, Alfa Romeo is also introducing the #AlfaRomeoExperience hashtag, giving Alfistas the opportunity to share their own near-life experiences across the brand’s social media channels.

This campaign was developed by TRG (The Richards Group), an independent agency in Dallas, and directed by Salomon Ligthelm. The director of photography, Daniel Bouquet, previously worked on "Sound of Metal," which was nominated for a 2021 Academy® Award. The soundtrack consists of Flavio Ibba's arrangement of Vltava (The Moldau) from Smetana’s Má vlast (My Country).

Alfa Romeo at Formula 1 United States Grand Prix 2021
In support of the global launch of the “Near Life Experience” advertising campaign, Alfa Romeo in partnership with MotorTrend invites owners, fans and guests to experience the 111-year-old, race-inspired Italian brand at the fabled Circuit of the Americas to watch Alfa Romeo racing drivers, Kimi Räikkönen and Antonio Giovinazzi, do battle on the only American Grand Prix of the 2021 season. Alfa Romeo’s premium hospitality is located near the Grand Plaza outside turn 19 and will feature a VIP lounge with entertainment, live track television feed to stay up-to-speed on all the action, a virtual race simulator, iconic Alfa Romeo display car, special giveaways for Alfa Romeo owners who show their car key and a silent auction benefiting the local United Way charity.

Race fans and guests are encouraged to also follow along on the Alfa Romeo USA Instagram and Twitter social media channels throughout the Grand Prix weekend for unique content leading up to the race and an exclusive Alfa Romeo Formula 1 team playlist on Spotify inspired by the Alfa Romeo Formula 1 racing team.

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