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Hires, Wins & Business

Doner & Alfa Romeo Team Up for Guy Ritchie’s 'The Man from U.N.C.L.E' Campaign

Doner, 2 years, 2 months ago

Campaign includes online film featuring two of Alfa Romeo’s distinctive car models

Doner & Alfa Romeo Team Up for Guy Ritchie’s 'The Man from U.N.C.L.E' Campaign

Alfa Romeo is celebrating Guy Ritchie’s new spy caper, The Man from U.N.C.L.E, starring Henry Cavill and Armie Hammer with a campaign drawing on the parallels between the style of Alfa Romeo and the film, set in Italy, created by full service creative agency, Doner.

The campaign will run across Channel 4 VOD, as well as online display advertising and social media, and aims to convey the passion, adrenaline, thrill and emotion one feels when driving an Alfa Romeo. Filmed in Rome, The Man from U.N.C.L.E oozes style, thrills and excitement, characteristics Alfa Romeo has prided itself on since it started racing cars over 100 years. 

Using footage from the official trailer, Doner has created a film that dramatises the style and excitement of Alfa Romeo. The ad features two of Alfa Romeo’s distinctive car models: MiTo and Giulietta. With MiTo appealing to a younger, tech-savvy audience, and Giulietta being targeted at a more mature, stylish audience.

Fans are encouraged to share the link to the film trailer on Alfa Romeo’s Facebook page to have a chance of winning tickets to a pre-screening of the film.

They also have a chance of winning a trip to Milan, the birthplace of Alfa Romeo, by taking a test drive of a Mito or Giulietta.

Media with 4oD, programmatic digital display and paid social was brokered by Maxus and will run until mid-September.

Doner Group Account Director, Greg Hall, commented: “Alfa Romeo has always been synonymous with style, passion and attitude and that’s what you get with a Guy Ritchie movie.”

Marc Gerstein, Head of Digital at Alfa Romeo UK, added: “The partnership between Alfa Romeo and The Man from U.N.C.L.E is a great one. Both brands focus on delivering thrills and excitement. It’s these characteristics that really appeal to our target audience and Doner has done a great job encapsulating that sense of excitement in the creative which we will further seed through social and digital channels, driving engagement and resonating with fans of both Alfa Romeo and Guy Ritchie films.”

Category: Automotive , Cars