For the launch of its very first 100% electric compact sports car, the A290, Alpine has called on BETC ÉTOILE ROUGE to create its new global campaign. Drawing on the brand's DNA and unique state of mind, as well as the physical reality of this supercharged electric city car, the agency has developed a new brand platform that places lightness at the heart of its communication territory. The tagline, ‘The Irresistible Attraction of Lightness’ echoes the powerful sensations experienced by the driver, thanks to the A290’s incredible power-to-weight ratio: with just 9.4 kilos on board for every kilowatt of power available, the Alpine A290 leaves no lover of driving pleasure indifferent. The launch film, directed by Martin Werner (prod. HENRY), reminds us through the voices of wise children that between shopping, bills and responsibilities... adult life isn't always fun. This campaign reverses the paradigms by expressing the emotion generated by an A290 whose sportiness allows us to rediscover the lightness and carefreeness lost in childhood. The film is punctuated by Serge Gainsbourg ‘s legendary ‘Initials B.B.’ and its unforgettable flight played by a symphony orchestra. The Alpine A290 global campaign will begin airing on TV in France from November 18th 2024.