Is it a car or is it ridiculous?

Alfa Romeo have been running a series of ads on TV with the slogan, “It’s not a car, it’s an Alfa Romeo.”

No, Alfa, it is a car. It’s not a bird, plane or ship… it’s a car.

This attempt to make Alfa seem exclusive, to make it more than a car, suggest the Alfa and the ad folks took no notice of the readings on the absurdo-meter.


* “It’s not ridiculous, it’s an Alfa Romeo.” This could then be extended to ridiculous situations eg “That’s so Alfa.”

* “It’s not awkwardly brazen, it’s an Alfa Romeo.” Example extension: “She is so Alfa Romeo!”

* It could also be used in a ironic sense eg “That’s not an orange, it’s an Alfa Romeo!” – when it is actually an orange.