Maserati puts everyday luxury in the fast lane

The cars are presented as vehicles that bring elements of luxury and performance into routine journeys.

Maserati has launched Luxury, every day, a campaign for the GranTurismo, GranCabrio and Grecale that focuses on the brand’s approach to understated luxury and everyday performance.

Created with agency Migrante, the campaign builds on Maserati’s Italian Gran Turismo: Effortless Luxury Performance positioning. It coincides with the brand’s centenary celebrations for its Trident logo and first racing victory.

Maserati campaign promotes understated Italian luxury

The campaign film follows four characters who own luxury items but hesitate to use them, including a watch, jewelry, a bottle of Tignanello and a suit. Maserati uses the scenario to suggest that special possessions do not need to be reserved for particular occasions.

The arrival of the Grecale, GranTurismo and GranCabrio changes that mindset, with the characters eventually using the items in their everyday lives.

Migrante film features GranTurismo, GranCabrio and Grecale

Directed by Rob Chiu and filmed in Trieste, Italy, the production uses the characters’ hesitation alongside sequences of the three Maserati models on the road. Flavio Ibba provided the soundtrack, while production house Think Cattleya worked with Migrante’s creative team on the film.

The campaign also highlights design and interior details across the models. The film features the redesigned front end with its shark-nose treatment, alongside the Maserati digital clock with a metal crown and 3D controls for selecting drive modes.

Maserati campaign rolls out across digital and social

The film also showcases the multifunctional steering wheel, which draws inspiration from Maserati’s racing heritage and is positioned within the performance-focused cabin.

Cristiano Fiorio, Chief Marketing Officer, Maserati and General Manager, BOTTEGAFUORISERIE: “In the new Trident range, we reiterate the feature that has always defined us: Italian Gran Turismo, where design, elegance, Italian style, performance and artisanship come together in a timeless balance of elegance that is never ostentatious but always oriented towards performance. For over 100 years, we have been interpreting luxury in a distinctive way and are convinced that driving a Maserati stands as a moment of everyday beauty, to be experienced every day. Indeed, Maserati was founded to transform the ordinary into the extraordinary and to make every day a special occasion. The new campaign tells this exact story very effectively, through four wonderful items no longer kept waiting and finally taken back to being enjoyed. This is the attitude each Maserati invites all its drivers to experience, every day”.

Leo Ricagni, Founder and CCO, Migrante: “Working with Maserati to bring luxury to the everyday has been a perfect combination of passion, creativity and beauty. These high-performance cars embody the love of Italian craft and quality. Bringing this to life in the campaign has been a joy that matches heritage with cutting-edge production.”

The film will run in 90-, 30-, 15- and 6-second versions across Maserati’s social and digital channels from September. A radio campaign will run alongside the film activity.

www.maserati.com

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