Pulse Experiment

October 2009
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Upon launching the new Alfa MiTo in Israel, Alfa Romeo decided to challenge their slogan "The fact that you breathe doesn't mean you're alive". We took 12 drivers, hooked them up to a pulse-monitoring watches, documented a regular test-drive and checked how their heart responded to the new Alfa MiTo.

The fact that you breathe doesn't mean you're alive" (Alfa Romeo's slogan in Israel). "Is it factually true?"

Advertising Agency: Drori Shlomi Advertising, Tel Aviv, Israel
Creative Director: Ranen Carmel
Art Director: Nimrod Ben Yehoshua
Copywriter: Ranen Carmel
Director: Kobi Havia
Strategic planner: Yoni Lahav
Account manager: Maya Shalev

Comments (4)

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alvinpck's picture
1467 Activity Scores

It increases the heart beat. Okay. But what it got to do with their slogan?