Yesterday's unintentionally hilarious/vaguely uncomfortable Alfa Romeo 4C commercial was notable for the fact that it went full throttle with its attempt at sex appeal. The thing is, while that ad did with with absolutely zero subtlety, in terms of sex in ads, it was nothing new for Alfa.


I guess this makes sense. When your brand is built on values like passion and beauty and fun and Italian-ness, a sexy edge is appropriate. Take that ad featuring the Giulieta hatchback. Not as explicit as the 4C ad, but definitely provocative.

Here's one from the late 90s or early 2000s featuring Catherine Zeta-Jones and a 156 Sportwagon. (To be fair, it's hard to say no to her or the car.)

And this one.

This one's from the Soviet Union? Or something? I'm not even sure what's going on here, or if it can be considered sexy or not. Mostly I'm just confused.


Anyway, Alfa Romeo is the official car of fucking. Congratulations to Alfa Romeo for working so hard at this over the years.

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