12 Feb 2018 – Driven To Write

The Company You Keep

Alfa Romeo’s choice of ‘brand ambassador’ is inspired – and telling, maybe in more ways than intended.

The new face of Alfa Romeo, in front of a non-Alfa Romeo, photo (c) Kinja

Unlike so many brand spokesmen, Giovanni Giorgio (or Hansjörg, as his mother referred to him) Moroder isn’t someone who caught the public eye for all the wrong reasons. He never starred in his own reality TV show or featured in any programme of this nature as a guest, nor did he enjoy a public, tabloid-filling affair of the romantic or other variety. Giorgio Moroder is merely a pop music legend. Which makes his appointment as ‘brand ambassador‘ for Alfa Romeo’s still relatively new Stelvio SUV appear rather canny.

Few people can lay claim to have not merely been part of popular culture, but to Continue reading “The Company You Keep”

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