Alfa Romeo has teamed up with actress Uma Thurman to launch the new Giulietta. The advertisement campaign will run in Ireland this November ahead of the car's launch later in the year. A verse from William Shakespeare's The Tempest -"Such stuff as dreams are made on" - also features in the campaign.
Created by Leo Burnett, the campaign will appear on TV and in press across the country. Alfa Romeo believes the new car is reminiscent of the original 1950s Alfa Giulietta - a car that, for many, made owning an Alfa Romeo a reality for the first time.
The connection between Alfa Romeo and the choice of the name Giulietta is not clear, with some suggesting homage to Shakespeare's Juliet from the play, Romeo & Juliet.
Alfa Romeo hopes the new model will launch the brand back into one of the most important market segments in Ireland.
The new Alfa Romeo Giulietta has Euro 5 compliant engines, with most fitted with stop-start technology. Prices for the Giulietta start at €19,995 for the 1.4 120hp Turismo version, which includes air conditioning and electric windows.