Alfa Romeo is reintroducing itself to American drivers with the 2016 Alfa Romeo Giulia—an Italian luxury sedan that is a refreshing alternative to its German counterparts.

While Germans focus on precision and performance when “making” their cars, Italians focus on passion and emotion when “creating” them. It’s this passion and emotion that sets Alfa Romeo apart from its competitors and, ultimately, makes drivers fall in love.

To dramatize this benefit, we showcased a German Shepherd puppy with a guilty look in his eyes. The headline reads: “Don’t tell mom. I’m in love with an Italian.” The complementary billboard that he is staring at features a beautiful photo of the Alfa Romeo Giulia.

The billboards appeared outside the L.A. Auto Show during the Giulia reveal, targeting automotive press and millions of L.A. residents.

The creative generated significant buzz around the show and continued promoting the Giulia weeks after its reveal.