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Alfa Romeo starts campaign MiTo MY2014

18 June 2013 10:22 No comments


The campaign of the updated MiTo has already started in Italy under the name of ‘Vivi Rock’, or ‘Live the life of a rock star’ in plain English. In this ad, made by the firm Armando Testa, a daughter is given the advice to live more eccentrically by her entire family. Her mom says she should get a big tattoo, while her grandma says a skirt can never be too short and dad has another idea for a sporty car for his daughter.

No man, then, but a woman in this advert of the MiTo MY2014 which has been on Italian television since Sunday. Would that mean that the new target group of Alfa Romeo is the self-conscious woman? Perhaps… With a bigger budget, someone like ‘P!nk’ might have played the lead role in this video. Though she’s not exactly short on tattoos or short skirts. Alfa Romeo hopes that this MY2014 update will give a new impulse to the decreasing sales of the MiTo from 2008; around 1.000 units a month were sold last year, whereas now that number had dropped to about 700.


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