Maserati celebrates US rollout of Ghibli with 90-second spot titled ‘Strike’

Article by Anita Panait, on February 5, 2014

To celebrate the roll out of its Ghibli in North America, Maserati put out a “Strike,” a 90-second broadcast. Recognized as one of the most respected luxury car brands in the world, Maserati’s ad was broadcasted during the first quarter of the Super Bowl XLVIII. The broadcast not only commemorated Maserati’s entry to the North America market but also to mark 100 years of craftsmanship, shared Maserati SPA CEO Harald Wester.

The company worked hard to design and engineer the Ghibli and nothing beats an introduction at a sports event where the whole country is watching, Wester added. Maserati marks this new era with a strong product and impressive sales goals driven largely by the already proven growth of the North America market. Maserati had experienced gains in the triple digits in 2013 alone. The Ghibli was originally unveiled during the Los Angeles Auto Show in 2013.

This is the brand’s first four-door and mid-size luxury sports sedan. With the all-wheel drive, this car is powered by the twin-turbo V6 engine made by Ferrari and can reach more than 400 horsepower. With the use of aluminum for the components, Brembo brakes, and advanced suspension, comfort is ensured while performance can easily be called upon when necessary.

Having an aerodynamic silhouette that is more than striking, the cabin of the Ghibli also has rich Italian leather, uses wood and other high quality materials that have long been associated with the Maserati brand. The Ghibli continues to uphold the luxury, performance, and tradition that have marked the Maserati brand for 100 years. To attract new buyers, Maserati has had to make its lineup more accessible when it comes to price.

Wester shares that although buyers of luxury sport sedans continue to have a lot of options even today, the cars in this category have in fact become increasingly more uniform. The Ghibli, Wester says, is not just the newest but it is also the most distinguished choice there is. Maserati’s story of its entry to the North American market through the Ghibli has the element of surprise, dedication, and hard work.

Through its “Strike” Super Bowl spot that features Academy Award nominee Quvenzhane Wallis, Maserati brings to life this story about tenacity and passion. “Strike” was shot on location in Los Angeles and directed by David Gordon Green. This is not just a story but also serves as a poetic nod to a company that not only has a proven tradition but also a brand that is considered to have one of the highest quality standards in the automobile industry.

Maserati has been working hard to engineer a car that will bring it to the next century of innovating automobiles that has both the personality and power to strike against the status quo. The spot is expected to strike a chord with Americans who struggled and overcame obstacles.

It serves as a reminder that when there is unfaltering commitment to unwavering passion and hard work, we are not only able to deal with the “giants” but we can overcome them in order to achieve what we originally set out to do. In addition to the broadcast spot, digital and print versions will be released as well, and all of them were created in partnership with Wieden+Kennedy, independent advertising agency that is based in Portland, Oregon.

Press Release

MASERATI DEBUTS THE ALL-NEW GHIBLI IN SUPER BOWL XLVIII

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 Angels Auto Show, the Ghibli is Maserati’s firstever mid-size four-door luxury sports sedan vehicle. Available with all-wheel-drive, 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, as well as print and digital extensions, was created in partnership with independent advertising agency, Wieden+Kennedy, based out of Portland, Ore.

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