Alfa Romeo Junior Launches with Enigmatic Film "Learn to Love Again," Starring Money Heist's Pedro Alonso

Sep. 18, 2024

Alfa Romeo has unveiled its all-new Junior model, the compact sports car that redefines its category, with an enigmatic film created by Migrante Content, featuring the acclaimed Spanish actor Pedro Alonso.

In keeping with the Alfa Romeo philosophy, Migrante’s film is not about selling features but about evoking the powerful emotions that the brand embodies, as well as showcasing the exceptional driving experience of the all-electric Alfa Romeo Junior, a balance between head, heart, and soul.

In it, Alonso, who is famous around the world for his roles in the Netflix series “Money Heist” and “Berlin,” stars as The Salesman, a mysterious but charismatic figure who believes in the power of passion, not logic.

The 60-second flagship film opens with a glimpse of a car shrouded in red silk. The Salesman makes his entrance and surveys his audience of acolytes, eager to learn the secrets of his success. Instead of lecturing them, however, The Salesman makes a simple request: “Sell me this car.”

The first two students respond by listing various tech specs and are quickly dismissed. But the third student shifts the focus from logic to emotion, asking.

The Salesman nods in recognition, and the woman smiled and said:

“When was the last time you fell in love? You should try it.”

 

It’s clear she has impressed The Salesman. We then see the shroud peeled back to reveal the all-new Alfa Romeo Junior. The film ends with the woman driving the Junior around city streets, taking pleasure at every turn. A voiceover urges us to, “Learn to love again,” accompanied by the voice of Loredana Fadda (Red Rose Productions). It was directed by Sébastien Grousset through AKITA Film.

Executive Creative Director & Founder of Migrante Content Leonardo Ricagni said:

“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, It’s an impressive car with a sleek design, but it brings something to the table that other electric vehicles don’t – passion. And who better to convey this feeling of falling in love with your car than Pedro Alonso?”

 

This film is part of a larger, multi-channel campaign for the Alfa Romeo Junior, set to roll out across Europe and Turkey in September, encompassing OOH, digital, and print activations.