What do you do when you’re hopelessly behind the competition in a market in which you absolutely must secure a strong foothold? Make everyone else look pathetic, at least if you’re Alfa Romeo.
The Giulia is a brash, wickedly fun car — especially when you compare it to the BMW 3 Series, Audi A4, or Mercedes-Benz C-Class. Those three Germans are so well-behaved and proper that they’re, well… boring.
Instead of just letting car shoppers notice this for themselves, Alfa Romeo released new commercials to perfectly illustrate the point. The one above is “Doug Sells His BMW” where a man goes on about the somewhat great features of his 328i, then at the end reveals his excitement to buy an Alfa Romeo Giulia.
There’s also “Shawn Sells His Mercedes” and “Dan Sells His Audi.” Each one hilariously points out the boring of each car. Will this strategy work? It can’t hurt at this point. The Giulia has to be successful, but it’s going up against stiff competition. Portraying it as the bad boy of the bunch does set it apart from everything else on the market, and it’s not an entirely inaccurate portrayal.