TURIN Fiat Auto has hired Welsh actress Catherine Zeta Jones to promote the launch of the Alfa Romeo 156 Sportwagon.
In print and billboard advertisements, Zeta Jones appears alongside the Sportwagon together with the tagline: 'I do not wear jewels, I drive them.' The words are accompanied by Alfa's brand statement 'cuore sportivo' (sporty heart).
In the television advertisement, Zeta Jones is seen leaving a high-class party in a Hollywood villa. She enters the villa's garage, where two drivers are waiting in front of typical American black stretched limousine.
Zeta Jones throws away her high-heeled shoes and splits the side of her evening dress. She then jumps on the roof of the limousine and dives into a metallic gray Sportwagon parked nearby.
Sitting at the wheel of the Sportwagon, she says to the limousine drivers: 'My shoes, please.'
Fiat Auto will invest L100 billion (A51.65 million) in the Sportwagon's pan-European campaign - a similar figure to the development costs for the car. The advertisements were created by the Conquest Materia agency under the creative direction of Piero Maestri.
The Zeta Jones advertisement is not Fiat Auto's first venture into Hollywood. Last year it hired actor Harrison Ford for the pan-European advertising campaign to launch the Lancia Lybra.