The last brand to attach itself to this year’s World Cup, perhaps? (Or maybe not, the FIFA Women’s World Cup in Brazil is just one year away.) Maserati and agency, Migrante, have offered hope to the people of Italy, whose team – despite winning the trophy four times – didn’t make it onto the world stage, but Maserati never stops, proudly representing its country every time it starts an engine.

Migrante’s film, Never Stop Dreaming, weaves together two parallel journeys: Maserati is back with a renewed line-up and a strong ambition to excel on the global stage; and Italy’s passion for sport in all its forms is ready to rise and inspire the world once more. The message is that “Even when the world stops, dreamers never do. We are Italian. We love to dream. And eventually, we make it real.”

The global social film features legendary Italian footballer, Alessandro Del Piero driving the new Maserati GranTurismo through the streets of New York. The “story” is very subtle (unless you take into account its launch on World Cup final day). The roads are eerily deserted as the world’s eyes were turned on the match. No words, just the road, the true sound of the iconic Nettuno engine, and the focus of a man who knows exactly where he’s going – to the stadium. reality.

Migrante turned around the campaign in just 10 days, using AI-driven production while retaining the Italian elegance and aesthetic embodied by the Maserati brand. The film is a mesmerising blend of first and third person perspective (underlined by evocative car engine sound), giving its audience a virtual experience of driving the new car.

Leo Ricagni, founder and CCO of Migrante, stated, “Maserati’s deep understanding of the Italian spirit is reflected in both a passion for sport and a love for high-performance cars. The campaign’s fast turnaround demonstrates just how to capture a moment of inspiration where timing is of the essence, proving that a long-term creative vision can be manifested in many different ways.”

Cristiano Fiorio, Maserati’s chief marketing officer and BOTTEGAFUORISERIE general manager, added, “You can always focus on what’s missing, but at Maserati we choose to look ahead with optimism and a clear vision. Over 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 craftsmanship, to those who triumphed in the past and to those who look to the future, striving to achieve even greater milestones.”

Alessandro Del Piero commented, “The journey of the new GranTurismo through a silent New York made me reflect on what pride means, on what a symbol represents. Like wearing the Azzurri shirt before the whole world. I’m grateful to Maserati for imagining this journey that goes straight to the heart: 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.”

Credits:
Agency: Migrante 
CCO: Leo Ricagni 
ECD: Sol Ricagni 
Creative Director: Valerio Le Moli 
Global Account Director: Francesco Sciacchitano
Producer: Pablo Figueroa
Sound Design: Juan Manuel Leguizamon
Director: Leonardo Ricagni
Co-Director: Nuria Tolos
Executive Producer: Juanjo Gómez
AI Production: Studio AI Sal Gorda
Post Production Coordinators: Juanma Gómez & Celia García

Also launched this week is a campaign for Lamborghini, also an Italian car brand – Maserati heroing a sports model, Lamborghini an SUV. Maserati AI-produced, Lamborghini without AI. Each finding a surprising way to incorporate the apparently essential “long and winding road” test of performance.