Cannes Lions

ALFA 159 SW

(h) FILMS, Milan / FIAT GROUP / 2006

Film
Film

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Alfa Romeo, with the launch of the159sw, strongly reappropriates the realms of the heart and of the emotions, in total counter-trend compared to the normal car communications, which is getting always more technological, cold and rational.It does it with a movie-manifesto with images of men and women doing things "wrong", light and liberating gestures, systematically defying the limits of rationality and sensibility. The next is a fragment of Erasmus from Rotterdam's "Praise to folly"": an ancient but terribly contemporary book, an endless reflection on the victory of the heart and its passion over rationality.

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