Alfa dashes through Italian streets in movie

Industry

The Alfa Romeo Giulia is tearing up the streets of Italy in 6 Underground, an action flick heading to Netflix on Dec. 13.

In a trailer for the film, a bright green Giulia Quadrifoglio showcases its performance chops during a chase scene in Florence. The Giulia runs over sculptures, drives through glass and gets in some rubber-burning drifts as the film’s star, Ryan Reynolds, provides witty sound bites with his trademark snark.

The film is directed by Michael Bay, who’s behind other action films such as Bad Boys, Transformers and The Rock.

The Giulia is getting plenty of exposure through the trailer. The Netflix USA Twitter account, which has 6.8 million followers, posted the trailer last month and attracted more than 3 million views. Reynolds, who has 15 million Twitter followers, posted the trailer on his account as well.

Reynolds called 6 Underground “the most Michael Bay movie in the history of Michael Bay” in his Twitter post.

Fiat Chrysler Automobiles, Alfa’s parent, is no stranger to aligning itself with movies, whether through product placement or tie-ins within the automaker’s advertising.

The automaker partnered with Lucasfilm for a global campaign to co-promote Star Wars: The Force Awakens and five of its brands. The automaker ran several spots that leveraged the Star Wars partnership. It also collaborated with Paramount Pictures for a co-branded effort with comedy flick Zoolander No. 2.

Chrysler, Dodge and Ram aligned with Lionsgate for The Hunger Games: Mockingjay – Part 2, released in November 2015. Several FCA vehicles, including the Jeep Renegade, were featured in 2016’s Batman v. Superman: Dawn of Justice.
The automaker has also leveraged the Fast & Furious franchise through the years.

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