A new film by Maserati takes a GranTurismo driven by an Italian legend through the urban jungle of New York City.
Legendary Italian brand Maserati is one of the most famous names in the automotive world. For 112 years, the Trident symbol has been the epitome of Italian style, design and craftsmanship – with a name that even sounds fast.
This combination of power and sophistication is showcased in a new AI-generated film recently made for Maserati’s digital and social channels. The Italian GranTurismo: Effortless Luxury Performance shows the iconic Maserati model on a journey across the deserted streets of New York, with none other than legendary Italian footballer Alessandro Del Piero behind the wheel.
The creatively brilliant film shows Del Piero driving through a New York City brought to a halt. No words — just the dense urban canvas of the city, the sound of the iconic Nettuno engine, marrying with the focus of a man who knows exactly where he is going — New Jersey — and is showcasing Italian excellence, the dreams of the Italian people and the determination to turn those dreams into reality.
“The journey of the new GranTurismo through a silent New York made me reflect on what pride means, on what a symbol represents,” said Del Piero. “Like wearing the Azzurri shirt before the whole world. I’m grateful to Maserati for imagining this journey that goes straight to the heart as only a brand whose history has been shaped by beauty and courage could have inspired it. Great achievements are built even when you are not on the pitch.”
The film is part of a new global communications campaign, made in collaboration with the creative agency Migrante, which weaves together two parallel journeys — that of the Maserati brand, which is back with a renewed lineup and a strong ambition to continue to excel on the global stage, and that of Italy’s passion for sports in all forms and to amaze the world once again.
Perhaps the main distinction of the Modena-based Maserati brand is that its lineup of vehicles almost seems to have extraordinary personality. Beyond just the world-class technology and Italian style they bring to the road, Maserati delights the most discerning, demanding and refined tastes, which always seem to set the worldwide benchmark in the automotive industry. A tradition of successful cars, each of them redefining what makes an Italian sports car, in terms of design, performance, comfort, elegance and safety, Maserati’s lineup is currently available in more than 70 markets internationally.
The Maserati lineup includes the Grecale SUV; GranTurismo, the iconic Italian grand tourer and the star of the new film; and GranCabrio, the Trident’s new convertible. All models are characterized by the use of the highest-quality materials and Maserati’s outstanding technical solutions, legendary in the automotive world.
The GranTurismo model is available in both the high-performance V6 gas engine and a 100-per-cent electric version, as the GranTurismo Folgore, the first car in the brand’s history to adopt this solution. Completing Maserati’s commercial offering is the Maserati GT2 Stradale, the road- legal version of the GT2, which brought Maserati back to the track in covered-wheel championships, while Maserati MCXtrema is a limited series of only 62 units, pushing the brand’s performance to the highest level and is dedicated to racing car enthusiasts.
“You can always focus on what’s missing, but, at Maserati, we choose to look ahead with optimism and a clear vision,” said Cristiano Fioro, Maserati chief marketing officer. “Over [our] 112 years of history, we have written memorable chapters in the story of the automotive industry and global motorsport. We are not just dreamers; we turn dreams into reality. That is why we wanted to pay tribute to Italy, to Italian excellence and craftmanship, to those who triumphed in the past and to those who look to the future, striving to achieve even greater milestones.”
The film is a visually stunning representation of Maserati, without having to say anything. Because sometimes, not saying anything says everything.
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