• Dec 28, 2009
Alfa Romeo can't go any lower – click above to watch the video

Years ago, we read a book by Jerry Mander called Four Arguments for the Elimination of Television. While we can't remember the four arguments, we'll never forget one point Mr. Mander made. "People in advertising are either good at controlling peoples' minds, or they enjoy it." With that said, it looks like Alfa Romeo hired a bunch of people that enjoy controlling folks' minds, but aren't very good at it.

What are we talking about? Alfa is selling its sexy little 147 for less than €15,000 (circa $21,600 USD) with a tagline, "We Couldn't Go Any Lower." To prove that mantra, they decided to go ahead and lower a billboard more than 36,000 feet down into the Marinas Trench. If you don't know, the Marianas Trench is the absolute lowest point on earth, more than seven miles below sea level (actual depth is 11,034 meters, or 36,200 feet). And Alfa Romeo just dropped a billboard into it.

We don't know about you, but we had a pretty visceral reaction to this video. From the self-satisfied, spiky-haired, twenty-something Euro-boy ad men to the fact that they actually went ahead and stuck a billboard in the Marianas Trench, the whole thing feels wrong and sits wrong with us. It would be like placing a Big Mac ad on top of Mount Everest, or advertising Quarter Pounders atop Angel Falls. Of course, there is the chance that either A) The whole campaign is a well staged hoax – although they've gone to the trouble of building a whole website to chronicle the process B) They raised the billboard up after filming the video. But still... bad taste... or is that just us? Make the jump to watch the video, decide for yourself, and then drop us your thoughts in Comments. Hat tip to Oliver!

[Source: YouTube via Expedition 147]



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    • 1 Second Ago
  • 32 Comments
      • 5 Years Ago
      If they'd ditched the advertising effort, they could have slashed the price of the car...
      • 5 Years Ago
      I call BS. There's no way that tiny little camera they lowered in with it would survive to the botton to shoot that last bit of footage. There are only a very small number of ROVs capable of reaching the bottom of the trench, and I can guarantee you Alfa doesn't have one, and didn't rent one.
      • 5 Years Ago
      How do you know they left it there? For one, unless they cut the line back on the boat, there's no way I can see how they would disengage the line from the billboard. Why cut the line and waste all that 7 miles of 600 lb. test fishing line? That's gotta cost some real money. So I think they hauled it back up. But ad men have wasted more money and done more stupid things in the past so maybe they did leave it there. I just think that it would be more valuable to them hauled back to the surface and put on display (if it survived).

      I like how the boat captain drove a Dodge Ram (albeit a first gerneration model).

      As as for leaving (advertising) things on Mt. Everest: That mountain is littered with oxygen bottles, tents, other peices of equipment, and bodies. A small MickeyD's sign would not harm it one bit (not that I'd want them to put one there).
      • 5 Years Ago
      I agree and I don't - yes it's basically tacky and tasteless advertising, but the bottom of the ocean is already littered with ships and all sorts of man-made debris.

      A sign that degrades in a matter of years won't mean anything in the scheme of things.
      • 5 Years Ago
      Oh great, go littering on the sleeping Lord Cthulhu.. Nice move!
      • 5 Years Ago
      Utter and complete BS but it worked, we watched it.
      The camera would have been crushed and the sign also likely as well.
      Not to mention that you would probably need to weigh the sign down heavily for it to drop all the way down to 7 miles.
      • 5 Years Ago
      They should've placed an ad in Australia and said, "We went so low, we went Down Under".
      • 5 Years Ago
      You know some things are better left alone... this is one of them.
      • 5 Years Ago
      but when we have to restart the core of the earth don't we want to market to the people who are going down in an unobtainium train? I mean those people have to buy cars too right? and the hot chick and sweaty muscle guy are gonna make it back out and are gonna be thinking about enjoying life a little more. maybe that ad will convince them to buy an alpha on their way home.
      • 5 Years Ago
      Alfa is tied in with Chrysler now, so we must all band together and flame the living hell out of this advertisement.
      • 5 Years Ago
      at that depth you have 16,000 lbs/in^2 worth of pressure.

      I call BS - that little ratass boat is not what you would use for anything like this.

      hoax hoax hoax.
      • 5 Years Ago
      ALFA reportedly has money problems. Does it really help to sell to fish? Truly stupid advertising gimmick...
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