Turin, Italy, 4-2-2014 — /EuropaWire/ — Last night (2 February 2014), for the first time ever, a car designed and built in Italy was presented to an audience of more than 110 million people.
The new Maserati Ghibli was seen by viewers across America in a 90” TV spot that aired during the 48th edition of the Super Bowl, as the Seattle Seahawks battled the Denver Broncos to take the NFL championship title at MetLife Stadium in East Rutherford, New Jersey.
It is a source of immense pride for Fiat Chrysler Automobiles’ Italian employees, particularly the team at Maserati, that the premium luxury Ghibli, which is sold in markets around the globe, received such large scale exposure, particularly as the brand embarks on its 100th anniversary year. The Super Bowl is American football’s annual championship game and is widely-considered the single most important event in the sporting calendar, which traditionally sees the entire nation glued to their TV screens as if it were a national holiday.
Shown during the game’s first quarter, the spot titled “Strike” tells a story of hard work and dedication, passion and tenacity. The star of this story is Quvenzhane Wallis, a young American actress who received an Oscar nomination for Best Actress in a Leading Role in January 2013, when she was just nine, securing her a place in history as the youngest ever nominee for this prestigious award.
Directed by American filmmaker David Gordon Green and filmed on location in Los Angeles, “Strike” is a no d to the brand and everyone at Maserati who worked hard at designing and building an automobile with a distinctive power and personality capable of striking against the giants in the auto industry. The spot is relevant to everyone who has struggles and obstacles to overcome, everyone who has their own giants to battle against. Maserati reminds us that with steadfast commitment to hard work and unwavering passion, we can all overcome and achieve what we set out to do.
The Ghibli, which was designed and engineered at Maserati’s birthplace in Modena, Italy, marks a turning point in the brand’s history. The vehicle is produced at the new Avv. Giovanni Agnelli plant in Grugliasco near Turin, where traditional Maserati craftsmanship is combined with cutting-edge technologies that ensure outstanding quality through control of even the smallest detail.
The Ghibli design team has created a mid-size sedan with sporty handling and an aggressive look that is immediately identifiable with the brand’s highly successful flagship model, the Quattroporte.
Shorter, lighter, more dynamic and less expensive than the Quattroporte, the Ghibli heralds Maserati’s entry into the luxury E-segment and is a cornerstone in its commercial strategy. The Ghibli has a sportier philosophy than the larger Quattroporte and the most powerful version can accelerate from 0 to 100 km/h in 5.0 seconds with a top speed of 284 km/h.
The vehicle also delivers a sporty design combined with all the spaciousness expected in an executive sedan and sets new standards in quality in every area: from design to development, production and process controls. Available with a gasoline-powered V6 Ferrari turbo, the Ghibli is also the first ever Maserati to offer a diesel engine option as well as all-wheel drive.
The broadcast spot was created in partnership with Wieden+Kennedy based in Portland, Oregon, who have also worked with Chrysler on spots aired during past editions of the Super Bowl.
Following is the text from the spot.
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
We were like the 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 harts
Then we’ re ready
We wait until they get sleepy
We wait until they get so big that they can barely move
Then we walk out of the shadows
Quietly walk out of the dark
We have prepared.
Now we strike.
Siamo circondati da giganti
Sono sempre stati qui
Si muovono lentamente nei cortili delle scuole
Si trascinano goffi per le strade
Abbiamo dovuto imparare ad affrontarli
E a batterli
Eravamo piccoli ma veloci
Eravamo come il vento
che arriva dal nulla
Sapevamo che essere capaci era più importante
che essere i più forti del quartiere
Se teniamo la testa bassa
Se lavoriamo sodo
Se ci fidiamo dei nostri istinti, se ci affidiamo al nostro cuore
Allora saremo pronti
Aspettiamo che si addormentino
Aspettiamo che diventino talmente grossi da potersi appena muovere
E poi usciamo dall’ombra
Usciamo lentamente dall’oscurità
E andiamo all’attacco…
E adesso attacchiamo.
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