Age-old PR conundrum

So, you’re the PR for a car maker that’s launching a new engine called Multiair, what gimmick do you use to get the message of turbos across to a bunch of motoring journos who’ve seen it all before?

Well, I can tell you I’d not seen one of these before.

Alfa Mito Multiair

Don’t know what it is?

Well, does this picture help? (ignore the apple, it’s for scale)

Alfa Mito Multiair

Still not sure? It’s a can of oxygen of course.

I may take it to the press conference for the new Alfa Romeo Mito Multiair, then maybe I can…

Alfa Mito Multiair

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