Pulse Experiment

Agency Network: 
October 2009


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.

Film advertisement created by Drori Shlomi Advertising, Israel for Alfa Romeo, within the category: Automotive.


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
Log in or register to post comments
Guto Araki's picture

Hmmm... alright.

Guto Araki
Activity Score 158
Creative Director at fluor / Ponto de Criação
Mandark's picture

so...mito can...rise up your pulse...really? i'm sorry...but my pulse would be high because i would be ashamed to get out of it. it's....well...not a very beautiful car...and it does not look very powerfull. so...i don;t know...

Activity Score 403
copywriter |

"U think it's perfect?! Press delete and start again!"

WillyLatasa's picture

So in a ferrari, what would happen?

Activity Score 616
Art Director at |

"Bright ideas bring better results"

alvinpck's picture

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

Activity Score 1467
Art Director
Featured Content

Latest Collections