Alfa Romeo is using the combined forces of Hollywood star power in the shape of Uma Thurman and the unique wordsmith skills of William Shakespeare to launch the Alfa Romeo Giulietta in Europe.

Under the line “We are such stuff as dreams are made on” as spoken by Prospero in Shakespeare’s play ‘The Tempest’, the star of Pulp Fiction and Kill Bill, combines an ice-cold, untainted image with aggressiveness, bravery, dynamism and beauty, to epitomize the various souls of Giulietta, a car that knows how to be agile in the toughest situations and comfortable on everyday roads.

The international campaign on TV, press, posters, radio and web, across all the main countries in Europe plays on the parallels between Uma Thurman and the Alfa Romeo Giulietta: the actress' personalities are reflected in the features of the car and ultimately merge. References starting from a dream-like, abstract dimension are resolved in an urban context, attributing realism and consistency to Giulietta's dream.

Filmed entirely in the USA and Directed by Kevin Fitzgerald, Uma Thurman plays five roles in the TV advertisement; five different women who symbolize the different souls of the car. The suggestive, exciting sound track is by Flavio Ibba.

The substance of the new Giulietta is further confirmed by the pay-off which counterbalances the Shakespeare quote: "Without heart we are only machines". In brief, the new Alfa Romeo is a dream that becomes reality and it is a machine with a real soul and heart.

Another remarkable talent was chosen to capture Uma Thurman's personality: Fabrizio Ferri. The famous, versatile Italian photographer took the black and white pictures of the press and poster campaign.