Maserati has released a new promotional video for its upcoming GranTurismo model. What sets this ad apart is that it was made entirely using artificial intelligence, marking a new approach for the automaker’s marketing efforts. The campaign aims to evoke emotion and highlight Maserati’s Italian heritage during a pivotal brand relaunch.
A Storytelling Approach in a Frozen New York
The video features Alessandro Del Piero, a famous Italian soccer player, driving the new GranTurismo through empty, quiet streets of New York. The city looks frozen in time, creating a serene yet dramatic backdrop. Key phrases like “It’s now or never” and “We are Italian. We love to dream, and eventually we make it real” emphasize determination and passion.
100% AI-Generated Content
The campaign was developed in partnership with the creative agency Migrante. Maserati openly states that the entire film was created using AI technology. This decision comes amid a broader debate on AI’s role in advertising, where past AI-generated campaigns by major brands like Coca-Cola and McDonald’s have faced criticism for appearing artificial or emotionally hollow.
AI as a Tool to Enhance Emotion
Unlike some previous AI ads, Maserati’s video avoids flashy effects and instead focuses on mood and atmosphere. The quiet cityscape, subtle lighting, and minimalist soundtrack work together to create a surreal feel. Industry experts suggest that AI can be effective when used to support a clear creative vision rather than mimic reality clumsily.
Why This Matters
Maserati’s new AI campaign signals a shift in how carmakers use technology in marketing. By focusing on emotion and storytelling, the brand hopes to reconnect with audiences and strengthen its position globally. While opinions on AI ads remain mixed, this project shows how AI can complement creativity rather than replace it. Full public response remains to be seen as the GranTurismo launch approaches.
Source: italpassion.fr