Pedro Alonso is a passionate salesman in Alfa Romeo’s new spot

‘Learn to Love Again’ invites car lovers to drive with their hearts

Published On
Sep 17, 2024

Editor's Pick

Renowned Spanish actor Pedro Alonso, known for his role in “Money Heist,” stars as a mysterious but charismatic salesman in a new spot for auto brand Alfa Romeo from Los Angeles-based agency Migrante Content. 

In a 60-second commercial for the new Alfa Romeo Junior, titled "Learn to Love Again," Alonso (The Salesman) challenges his apprentices to sell him a car. Shrouded in mystery, the challenge is that the car is cloaked in a sheet, its details therefore unknown. Several try and fail. But a third apprentice shifts to appeal to the salesman’s emotions.

While the car remains cloaked, she presents a rhetorical question in Italian: “Quando sei l’ultima volta che ti sei innamorato?” (“When was the last time you fell in love?”).  The enigmatic question, setting and figures entice the viewer to find out for themselves what there is to love about the new Alfa Romeo Junior, atypical of car ads, which usually focus on the tech and specs of new vehicles (much like the first two apprentices in this spot).

A voiceover urging viewers to “learn to love again” doubles down on the dare, cleverly leaning into a strategy of experimentation. 

The spot, directed by Sébastien Grousset through AKITA Film, wisely targets the curious and perhaps passionate consumers who make purchasing decisions based on how a product makes them feel as opposed to its practicality or gadgets.

“The launch of the Alfa Romeo Junior required a campaign with a character who reminded everyone what Alfa Romeo has always been about—feeling and emotion,” said Leonardo Ricagni, executive creative director and founder of Migrante Content. “It’s an impressive car with a sleek design, but it brings something to the table that other electric vehicles don’t—passion.”

The film is part of a larger, multi-channel campaign for the Alfa Romeo Junior set to roll out across Europe and Turkey in September, which will include OOH, digital and print ads.

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Credits

Date
Sep 17, 2024
Client :
Alfa Romeo
Agency :
Migrante Content
Executive Creative Director :
Leonardo Ricagni
Creative Director :
Sol Ricagni
Agency Producer :
Edoardo Rossi
Content Producer :
Joe Di Maio
Associate Creative Director :
Franco Machado
Production House :
Akita Films
Director :
Sebastien Grousset
DOP :
Román Martínez de Bujo
DOP :
Diego Indraccolo
Executive Producer :
Davide Rizzi
Producer :
Desirée Castelli
Producer :
Valeria Biondolillo
Post Producer :
Diana Passoni
Color Correction :
Color en Movimiento
Post Production :
Exchanges
Audio Post Production :
Top Digital
Music :
Flavio Ibba
Music :
Marco Gualdi
Music Publishing :
Red Rose Productions
Music Publishing :
Warner Chappell
Music :
Carlo Palmas
Music :
Loredana Fadda

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Industry
Project Type