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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