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Valentino ‘Vale’ Rossi is the new brand ambassador for the chic urban small car Opel ADAM in Italy. The world-famous multiple MotoGP World Champion is the star of a wide-ranging communications campaign focusing on the common traits of ADAM and Valentino: personality, creativity, energy and at the same time highest precision.

With its bold, unconventional and absolutely unique look, the ADAM shares the same characteristics as the Italian motorcycle champion. The campaign takes place on traditional and digital media channels ranging from TV commercials to press, promotions and social media.

“Valentino Rossi is the perfect ADAM ambassador: easy-going, fun and slightly irreverent, always on the move – just like our Opel ADAM. At the same time, he is extremely rigorous, careful and acts with maximum precision, the same as the German engineering which is the core value of all our cars,” said Roberto Matteucci, managing director of Opel Italia.

“Choosing Valentino Rossi for ADAM is a clear sign of our desire and commitment to draft a new personality for our cars, while keeping our focus on German engineering precision,” said Matteucci.

Valentino Rossi fell for the small lifestyle car and individualisation champion right away. “I was immediately convinced by the Opel ADAM, and not just because of its design, accessories and technology. I think its individualisation potential with thousands of variations is just fantastic. I don’t know the exact number of all of them, but there are certainly more than enough for everyone to create their perfect ADAM.”