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Sammy Glicker
Creative Director, Writer, Comedian, Friend
Embrace Type A.
After a 20-year absence from the U.S. market, much of Alfa Romeo’s target audience had never even heard of them. So how do you get people to pay attention to a brand they’ve never heard of and fall in love with it? You make an ad about them!
If they can identify with an Alfa, they’ll know everything they need to know about the brand.
And who is our target? They’re confident. Ambitious. Competitive. Driven. They’re Type A. And so is Alfa Romeo.
We created a 360 campaign that embraces the shared Type A traits between Alfa Romeos and their drivers, dedicated to those who know what they want, know where they want to go, and have the drive to get there.
To bring our Type A story to life, we made sure every detail was done with purpose, and applied to both the driver and the vehicle. Our spots centered around a man who goes to work at dawn, leaves at dusk, and will let nothing, not even a vacation, stand in his way of achieving his goals. And we couldn't partner with just anyone. We needed to work with someone who exuded the Type A personality to their core. We found that in Alexander Skarsgård, who took the campaign to a whole new level of focus and perfection.
The Type A insight resonated so truthfully with the brand, Alfa markets around the world picked up the campaign, taking it from a national campaign to a global one.
And even during a global pandemic, the Stelvio experienced a YOY sales growth of 50% while the Giulia grew by 30%, marking Type A as Alfa Romeo’s best performing campaign yet.
TLDR: Alexander Skarsgård.