Maserati, one of
the world’s most respected luxury automotive brands, continues to celebrate the
North American roll out of the all-new Ghibli with a 90-second broadcast spot titled “Strike” during the first
quarter of America’s most anticipated football game.
“Maserati is embarking on its 100th year of craftsmanship
with an important entry into the North American market,” said Harald Wester, CEO of Maserati SpA.
“We’ve worked hard at designing and engineering the Ghibli and there is no
better time to make an impactful introduction than while the entire country is
watching.”
Maserati enters this new era backed by strong product and
with ambitious sales goals driven by proven growth in the North American
market, where the brand experienced triple digit gains in the past year.
First unveiled to the U.S. in November at the Los Angeles
Auto Show, the Ghibli is Maserati’s first-ever mid-size four-door luxury sports
sedan vehicle. Available with all-wheel-drive and starting at $66,900, the
Ghibli is powered by a Ferrari built twin-turbo V6 engine capable of over four
hundred horsepower. Advanced suspension, Brembo brakes and extensive use of
aluminum ensure comfort, with an ease of performance ready when called upon. Within
its striking aerodynamic silhouette, the cabin offers rich Italian leathers,
woods and other high quality materials that are at the heart of the Maserati
brand. The Ghibli upholds the tradition, luxury and performance that have
marked the brand for a century at a more accessible price point and open the
brand up to new buyers.
“We know luxury sports sedan buyers are met with a lot of
options these days, but in this category, cars have become more and more
uniform,” said Wester. “The Ghibli is the newest and most distinguished option
in an all-too indistinguishable luxury sports sedan market.”
Maserati strikes with
Super Bowl spot
The story of Maserati’s introduction to the North American
market with the Ghibli is one of hard work, dedication, and an element of
surprise. Maserati brings this story of passion and tenacity to life in its
Super Bowl spot “Strike” featuring Academy Award-nominated actress Quvenzhane
Wallis.
Directed by American filmmaker David Gordon Green and filmed
on location in Los Angeles, “Strike” is a poetic nod to a brand with proven
tradition and one of the highest standards of quality in the industry, who has
been hard at work engineering an automobile that will usher it into the next
100 years of innovation—an automobile with power and personality capable of
striking against the status quo. The spot is relevant to Americans everywhere
who have had struggles and obstacles to overcome. It is a reminder that with
steadfast commitment to hard work and unwavering passion, we can deal with our
own “giants” around us, we can overcome them and achieve what we set out to do.
The broadcast spot was created in partnership with
independent advertising agency, Wieden+Kennedy (W+K), based out of Portland,
Ore. The campaign also includes several print and digital extensions, including
a USA Today Cover Wrap and Yahoo Homepage Takeover, also created in partnership
with W+K.
Maserati invites you to view their first ever TV broadcast
feature – Strike, by visiting www.maserati.us or YouTube at
http://bit.ly/Mo3CsV.
“Strike”
The world is full of giants.
They have always been here, lumbering in the schoolyards,
limping through the alleys.
We had to learn how to deal with them, how to overcome them.
We were small but fast, remember?
We were like a wind appearing out of nowhere.
We knew that being clever was more important than being the
biggest kid in the neighborhood.
As long as we keep our heads down, as long as we work hard,
trust what we feel in our guts, our hearts,
Then we’re ready.
We wait until they get sleepy,
wait until they get so big they can barely move,
and then walk out of the shadows,
quietly walk out of the dark—and strike.
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