Much of the water cooler chatter surrounding yesterday’s Super Bowl LI telecast will be in regards to the New England Patriots’ incredible late-game comeback, but for car enthusiasts, one of the bigger moments of the night came when Alfa Romeo debuted its first-ever Super Bowl commercial entitled “Riding Dragons.”
The commercial was the first of three ads Alfa Romeo aired during FOX’s Super Bowl LI broadcast and is potentially the most moving of the lot. It features a voiceover that speaks on what it means to improve and reinvent your self, just as Alfa has done in order to make itself a proper competitor to rival carmakers such as Audi and BMW.
Many U.S. car buyers probably didn’t know the storied Italian brand had returned stateside, but after the airing of Super Bowl LI, brand awareness has probably spiked considerably. If you missed the ad last night, we’ve embedded it above for your viewing pleasure. Check it out above and if you like what you see, you can build your own U.S. spec Giulia using the automaker’s configurator.