Maserati has showcased the launch of the four-door Ghibli sedan with a debut appearance in the world’s biggest advertising slot – the Super Bowl. The footage stars 10-year-old Academy Award-nominated child actress Quvenzhane Wallis from 12 Years A Slave, directed in this piece by David Gordon Green.
The moody piece builds with an underlying current of suspense, with Wallis intoning a poetic voiceover about being small but dealing with giants. “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,” she says.
“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.”
The overall effect is closer to a movie trailer than a car ad, and in fact you don’t get to see the Ghibli until the closing frame. The dramatic approach was previously used to effect by Chrysler with Eminem a couple of years ago, but it remains to be seen whether it will resonate as well for the imported Maserati.
Watch the desktop version of the Maserati Super Bowl ad here.
This reporter is on Twitter: @KarlaPincott