After a 20-year absence from the U.S. market, Alfa Romeo had to overcome low awareness and formidable competition from BMW, Audi and Mercedes-Benz.

Breaking through in this category would require us to make a bold statement with this consumer. Someone willing to forego the “traditional” luxury auto brands isn’t just an independent thinker. They’re an alpha. Ambitious. Competitive. Confident. Driven. They’re Type A. And so is Alfa Romeo.

We created a 360 campaign that embraces the shared Type A traits between Alfa Romeos and their drivers, dedicated to those who know what they want, know where they want to go, and have the drive to get there.

To bring our Type A story to life, we made sure every detail was done with purpose, and applied to both the driver and the vehicle. Our spots centered around a man who goes to work at dawn, leaves at dusk, and will let nothing, not even a vacation, stand in his way of achieving his goals.

To personify the brand, we knew we couldn't partner with just anyone. We had to work with someone who exuded the Type A personality to their core. We found that in Alexander Skarsgard, who took the campaign to a whole new level of focus and perfection.

The Type A insight resonated so truthfully with the brand, Alfa markets around the world picked up the campaign, taking it from a national campaign to a global one.