Icy-cold yet disturbingly sexy actress Uma Thurman and William Shakespeare's verses "We are such stuff as dreams are made on" are the key highlights of Alfa Romeo's advertising campaign for the new Giulietta hatchback that will kick off with a TV commercial in Italy on 16 May.
Created by Leo Burnett, the international campaign on TV, press, posters, radio and web will run across all the main countries in Europe. It is said to play on the parallelism between the star of movies such as Pulp Fiction and Kill Bill, and the Alfa Romeo Giulietta. In the TV commercial that was entirely filmed in the USA, Uma Thurman is said to play the roles of five different women who symbolize the different souls of the car.
The new Ford Focus-sized Giulietta goes on sale on May 22 and will be available with a raft of engines including a 1.4-liter petrol with 120HP and 170HP, a 1.6-liter diesel with 105HP and a range-topping 1.75-liter petrol with 235HP.