Maserati, the luxury automotive brand, celebrated its all-new Ghibli with a 90-second broadcast spot titled "Strike," starring Quvenzhané Wallis, and directed by David Gordon Green (George Washington), during the first quarter of Super Bowl 48.
The $66,900 Ghibli (cheap compared to the car maker's other offerings) was first unveiled to the U.S. in November at the Los Angeles Auto Show. It's Maserati's first-ever mid-size four-door luxury sports sedan vehicle.
Filmed on location in Los Angeles, "Strike" is described by the company in a press release as "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.
Watch the ad, and read along as Ms Wallis speaks the words from "Strike" below:
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.
Random choice, but I like it.