Alfa Romeo along with ad agency in Tel Aviv came up with an idea how to present their new model MiTo. This car is supposed to be very exciting both to look at and to drive it. So the idea of the new campaign was to see exactly how exciting is the new MiTo. To measure it, they took 12 drivers and monitored their heart beat with special watches. The result was as expected. All drivers had quite high heart rate while driving the car which means that the driving was exciting.
Advertising Agency: Drori Shlomi Advertising, Tel Aviv, Israel
Creative Director: Ranen Carmel
Art Director: Nimrod Ben Yehoshua
Copywriter: Ranen Carmel
Director: Kobi Havia
Strategic planner: Yoni Lahav
Account manager: Maya Shalev