Alfa Romeo has teamed up with actress Uma Thurman to launch the new Giulietta. The campaign is currently appearing on TV, press, posters and web across the UK. A verse from William Shakespeare's
The Tempest -"Such stuff as dreams are made on" - also features in the advertising campaign.
The Italian manufacturer hopes the Leo Burnett created campaign will help launch the brand back into one of the most important market segments in the UK. Alfa Romeo believes the new car is reminiscent of the original 1950s Alfa Giulietta - a car that for many, made owning an Alfa Romeo a reality for the first time.
The connection between Alfa Romeo and the choice of the name Giulietta is not clear, with some suggesting homage to Shakespeare's Juliet from the play, Romeo & Juliet.
The new Alfa Romeo Giulietta has Euro 5 compliant engines, with most fitted with sto-start technology. Prices for the Giulietta start at £16,995 on-the-road.
Click here for our first drive of the Alfa Romeo Giulietta.
Shane Hickey - 11 Aug 2010