Alfa Romeo Real People

My red Alfa Romeo Giulietta  reached the magical number of 20,000 KM yesterday in the 7 months since I got that most fantastic surprise last May at Alfa headquarters in Dublin. Add to that the 8,000 I put on the white one and that’s a load of pleasure-filled, economical, safe, dynamic driving!

What fun, thanks to Alfa Romeo and this beautiful car!

Giulietta Mileage

LIGHTS, CAMERA, ACTION.

An interesting aspect of the Giulietta commercial is the music that accompanies and sets the scene. When the ad was conceptualised (see Kitchen Creativity) we made no mention of a sound track. Many among my target audience (twenties to thirties) generally go for the genres that contain strong rhythms. Having trawled extensively through pop, techno and rock I was unable to find anything there that would grace the style and sleek lines of Giulietta.

Luckily, a friend had sent me footage of the ad for the Alfa 8C where a classical, operatic melody with a subtle rhythm works beautifully.

The theme of my ad is DNA. The opening scene is shot with the Giulietta atually IN a lake,(partially). The music is dramatic to begin with, having enough tension to grab the ear. Then the HEARTBEAT, symbolising birth form its own unique DNA and its transfer to us through music and messaging, then the rhythm as the car begins to move, essential breaks so as the eye can be drawn to my interpretations of the car’s USPs and finally enough of the melody for the listener to take with him or her when the ad is over. Thankfully a good friend, Dermot Condron was able to re-work the piece to have it begin with the heartbeat and fade out appropriately. Thanks Dermot! Enjoy the music!

As we eagerly await the commercials for the Alfa Giulietta I would simply like to wish all of my fellow contestants “Bonne Chance” with the last leg of the competition. It has been a pleasure to work with you and I have to say I thuroughly enjoyed the friendly banter and interaction we shared. And not forgetting Aoife O Brien and the good folks at Alfa Romeo/Fiat Ireland who made it all possible. It has certainly been a journey, but what a pleasant one…thanks to Giulietta. She really is in my DNA!

Frank Kelly

If I need ideas there’s always one source, one sounding board, one place of inspiration that I can confidently go to to flesh out concepts and theories…it doesn’t matter what the topic or need. The wisdom seems to be in the group and and the place. So I headed to my sister, Maureen’s house in Lusmagh, where I grew up with son Andy and Brenda, my wife (and Chairperson)in toe. (Catherine, another sister managed to hold the camera rock steady for the ten minutes it took to conceptualise the final Giulietta ad). You could say…thinking and debating are in our DNA!!! Join in the fun we had and see how the ad was born.   Frank Kelly

It’s not that easy. You get out there into the stormy weather. You take an hour’s footage. You bring it all back home and then you have to sit on your “you-know-what” and try somehow to piece it all together….Trouble is, Stephen Speilburg is never around when you need him. Now where did I put that number?

With several aborted attempts at capturing this Commercial behind me someone isn’t complaining, Giulietta! She has never looked so shiny for so long. Thank God we got it down today on the day when 15,000 thousand homes were without power, trees blocked roads all over the midlands and high-sided vehicles were warned to take it easy(lucky Giulietta is nice and low to the ground) what did we do? You guessed it, we went for the final shoot! Hense the scrubbing…ah I mean the polishing! No pics I’m afraid…all very hush hush you know.

The big clean up

As the deadline approaches the leading man for my Giulietta ad is getting a little stroppy; wanting his trailer stocked better, fighting with the make-up people, not to mention the rows with wardrobe! So just in case all goes pear-shaped with my diva, Trevor (of the recently passed driving test) I am training up a substitute! To that end, I have looked no further than my own Godson, Ruairí, the cutest 3-year-old I know. But then again I am biased! Ruairí

The scene was set, my camera woman and I got up really early this Sunday Morning to film some action shots on the charming Charleville Road, ones that would showcase Giulietta’s blinding speeds and road handling capabilities, when who should we meet but our local, not-so-friendly speed van!!! Bummer!

So, there we were, film crew at the ready, the perfect location; the walled garden of our local Charleville Castle, Giulietta looking gleaming, hair and make-up working hard with the leading man, our stunt-driver (just got the full licence), Trevor and then the weather had to intervene. And I mean intervene…so much so that I had to show it to you! Okay guys, everyone back to the trailer!

Rain