Spanish actor Pedro González Alonso stars in the launch campaign of the new Alfa Romeo Junior, the compact sports car that brings the Italian global brand back into a segment of strategic importance.
The choice of the international star was the result of clearly shared values – passion, audacity, charisma, and undeniable elegance – through which Alfa Romeo presents the exceptional driving experience offered by the new Junior, in the name of a complete balance between heart, brain and soul.
A global icon for his magnetic role as Berlíno in the TV series Money Heist, his performance helped transform the character into a cultural phenomenon, making Alonso an internationally recognizable figure and a symbol of contemporary serial drama, with Netflix even producing a spin-off for his character. A character of great charm, who embodies sophistication, charisma and a mysterious energy, traits that make him not only a recognized talent but also a symbol of style and audacity.
His passion manifests itself not only in acting but also in other artistic activities, such as painting and writing, reflecting the same intensity as Alfa Romeo in its creation of cars that combine sportiness, timeless design, and cutting-edge technology. Of course, one of these is the new Junior, which rewrites the rules of sportiness in its category.
Alfa Romeo Junior, on the other hand, is a cool and unique object to own that expresses a completely new sportiness, which goes beyond mere performance and looks towards an ideal of a positioning of sportiness, to win over a new generation of Alfisti fans. Junior has the ability to create an immediate emotional connection with the driver based on a symbiotic human-machine relationship; for Alfa Romeo, the car is and remains an exciting product to be experienced with passion and engagement.
As such, the new advertising campaign for the new Junior had to express a different way of ‘feeling’ a car and fully experiencing its sporty attitude. That's why the new commercial speaks directly to people's hearts, those who are guided by their emotions to learn to love again, following the greatest passions each person has within themselves. This was the genesis of the commercial "Learn to love again", where a charismatic character – played by Pedro Alonso – throws logic to the wind and is overcome by the visceral, mysterious emotions of falling in love. It isn't about selling a car; it's about letting yourself be won over by an Alfa Romeo. After all, there are feelings in life that are simply intangible and that cannot be explained by logic alone. Sometimes, it’s enough to ‘think’ with your heart. And exactly that is what Alfa Romeo is asking of its fans and everyone else: to learn to love again! Who better than Pedro Alonso – with his bold attitude and indisputable charm – to convey such a strong and intimate message to change our minds?
Born in Vigo, Spain in 1971, Pedro González Alonso trained at the Real Escuela Superior de Arte Dramático (RESAD) in Madrid. Before the rise of his international fame, he starred in a wide range of Spanish films and TV series, such as Padre Casares (2008-2015) and Gran Hotel (2011), masterfully playing complex and charismatic characters. A fan of Italian culture, specifically its music, cinema and art, the Spanish actor recently stated that he would have liked to act together with the legendary Marcello Mastroianni and that his dream is one day to work with directors Paolo Sorrentino and Nanni Moretti.
Engaging and intense, the short film with its language inspired by the web series was made by the Migrante creative agency, directed by Sébastien Grousset for the Akita Film production house.
In addition, the first part of the video features the music of Flavio Ibba and Marco Gualdi (Red Rose Productions) while in the second part, the images are accompanied by the track “I Feel Love” (P. Bellotte / G. Moroder / D. Summer), published by Warner Chappell Music Publishing and mastered by Flavio Ibba and Carlo Palmas, with the voice of Loredana Fadda (Red Rose Productions).
For a preview of the compelling commercial, Alfa Romeo invites all its fans to log on to the brand's official channels: the full 60-second version is available on the brand’s official YouTube channel.