The Italian car maker has chosen Uma Thurman for the Alfa Romeo Giulietta market launch.
Uma Thurman will appear in a campaign that includes a series of commercial clips that are based on Shakespeare’s verses "We are
such stuff as dreams are made on" and which will point out to the Giulietta’s multiple personalities.
This Alfa Romeo Giulietta international campaign created by Leo Burnett creates a parallelism between Uma Thurman and the new Italian hatchback and it will spread on TV, press, posters, radio and the web.
The first commercial clip that was shot in the USA will air on May 16 and will feature Uma Thurman playing five different roles which symbolise the different Alfa Romeo Giulietta souls.
Alfa Romeo press release :
Famous actress Uma Thurman and William Shakespeare’s verses – "We are
such stuff as dreams are made on" – are featuring in the advertising
campaign that will be revealing the multifaceted soul of the new Alfa
Romeo Giulietta ahead of the presentation to the public at Italian
dealerships scheduled for 22 and 23 May.
The star of Pulp
Fiction and Kill Bill, who combines an ice-cold, untainted image with
aggressiveness, bravery, dynamism and beauty, will epitomize the various
souls of Giulietta, a car that knows how to be agile in the toughest
situations and comfortable on everyday roads. This is the merit of the
new "Compact" architecture. Using sophisticated suspension technical
solutions, a dual pinion active steering, top-quality materials and
state-of-the-art manufacturing technologies, the Giulietta achieves
excellent levels of on-board comfort, dynamic features and safety (both
active and passive).
Created by Leo Burnett, the
international campaign – on TV, press, posters, radio and web, across
all the main countries in Europe – plays on the parallelism between Uma
Thurman and the Alfa Romeo Giulietta: the actress’ personalities are
reflected in the features of the car and ultimately merge. References
starting from a dream-like, abstract dimension are resolved in an urban
context, attributing realism and consistency to Giulietta’s dream. The
substance of the new Giulietta is further confirmed by the pay-off which
counterbalances the Shakespeare quote: "Without heart we are only
machines". In brief, the new Alfa Romeo is a dream that becomes reality.
Precisely like the legendary 1950s model – the name of the new car is a
clear tribute – that made the dream of owning an Alfa Romeo reachable
for the first time for motorists worldwide.
Another remarkable
talent was chosen to capture Uma Thurman’s personality: Fabrizio Ferri.
The famous, versatile Italian photographer took the black and white
pictures of the press and poster campaign.  
The TV commercial
will be aired in Italy starting on 16 May and was entirely filmed in the
USA. Directed by Kevin Fitzgerald, Uma Thurman plays five roles, five
different women who symbolise the different souls of the car. The
suggestive, exciting sound track is by Maestro Flavio Ibba.
to relaunch Alfa Romeo in one of the most important segments in Europe,
the new Giulietta has a wide range of versions created by intersecting
two outfits (Progression and Distinctive), two customisations packs
(Pack Sport and Pack Premium), two different seat fabric upholstery,
leather upholstery (four colours are available), in addition to eight
types of alloy rims (from 16” to 18”) and nine body colours. Four turbo
engines will be available at the time of its commercial launch, all Euro
5 compliant and with standard "Start&Stop" system to reduce fuel
consumption and emissions: two petrol versions (1.4TB – 120 HP and 1.4TB
Multiair – 170 HP) and two diesel versions (1.6 JTDM – 105 HP and 2.0
JTDM – 170 HP, both second-generation MultiJet engines). The range is
completed by the astounding Quadrifoglio Verde 1750 TBi – 235 HP.

Source: Alfa Romeo