An opera singer sings a lap of a racetrack by replicating the exhaust note of an Alfa Romeo to celebrate the brand's 105th anniversary.
'The Performance Piece' campaign, by Cummins&Partners see an opera singer use the tachometer of the Alfa Romeo Giulietta QV TCT as sheet music as she sings a lap of a racetrack.
Cummins&Partners partner Jim Ingram said the campaign is designed to represent the brand platform in Australia, 'the romance of performance.'
"Alfa Romeo has a rich history of racing performance and Italian style," Ingram said. "This idea brings those two things together in a way that really does take your senses for a ride.
Fiat Chrysler senior advertising manager Ashlin Morre said: “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands”.
The Performance Piece will roll out as an online content piece supported by TV, digital, PR, point-of-sale and in-dealer events.