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Fiat launches Alfa Romeo effort

By Published on .

[milan] The financially troubled Fiat Group broke its 2003 international campaign for Alfa Romeo models in Italy in late January, with the rest of Europe and Japan to follow, using the theme "Beauty is not enough." The ads were created by WPP Group's Red Cell. The commercial "Weightless" opens on an imaginary world in which everything is beautiful and stylish, but floats in the air, except an Alfa Romeo car. As people levitate around her, the driver gets out of the car with her feet firmly on the ground. The parking attendant sinks to earth as soon as she hands him the car keys.
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