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ALFA ROMEO - NUOVA RAZZA ALFA - ITALY Project: Nuova razza Alfa (a new species of Alfa)
Alfa Romeo is launching its Alfa 159 saloon car across Europe in a bid to challenge the dominance of Mercedes and BMW in this market.
The manufacturer will focus on the model's engineering and chassis strength in a EUR20 million advertising campaign by Armando Testa.
The agency has created a 45-second TV ad showing the car gliding through a town and out into the surrounding countryside. It draws visual analogies between the workings of the car and those of a human or animal body.
As it travels along, close-ups of the vehicle reveal that underneath the bodywork are not mechanical …