Hollywood actress Uma Thurman and a famous verse from William Shakespeare's The Tempest - "Such stuff as dreams are made on" - feature in the new Alfa Romeo Giulietta advertising campaign which is currently being aired in the UK.
In the advertisement the star of Pulp Fiction and Kill Bill combines an ice-cold, untainted image with aggression, bravery, dynamism and beauty, epitomising the various souls of the Alfa Romeo Giulietta, a car that 'knows' how to be agile in the toughest situations, yet also relaxed and comfortable on everyday roads.
Created by Leo Burnett, the international campaign is currently appearing on TV, press, posters and web across the UK. Playing on the similarities between Uma Thurman and the Alfa Romeo Giulietta, the actress's personalities are reflected in the features of the car and ultimately merge as one. In brief, the new Alfa Romeo is a dream that becomes reality. Precisely like the original and legendary Alfa Giulietta of the 1950s - a car that for many, made the dream of owning an Alfa Romeo a reality for the first time.
The connection between Alfa Romeo and the choice of the name Giulietta is steeped in legend. However it is likely that the name was chosen in homage to Shakespeare's Juliet from the play, Romeo & Juliet.
The Shakespearean quote from The Tempest is used in the current advertising campaign as a creative theme, and receives a modern day interpretation of its original meaning. In Alfa Romeo's case, it confirms the feeling and mood that the advertisement reinforces - that the new Alfa Romeo Giulietta is a car that would seem to be a dream but in fact is a reality.
Destined to re-launch Alfa Romeo into one of the most important market segments in the UK, the new Giulietta not only offers head turning good looks, excellent ride and class leading handling - as would be expected from an Alfa Romeo - but in terms of safety and environmental credentials the Giulietta boasts a best-in-class Euro NCAP five star crash safety rating, whilst the entire range benefits from Euro 5 compliant engines, fitted as standard with Start&Stop; all from £16,995 OTR.Published 11 August 2010