Maserati has just pulled the wraps off its latest masterpiece, the all-new GranCabrio, with a campaign that resonates like a high-octane rendition of Beethoven’s “Ode to Joy.” Under the gleaming Modena sun on March 18, 2024, the storied carmaker introduced its ode to the joy of driving, encapsulated in the form of its newest convertible, which promises the zenith of freedom on the road.
Maserati’s choice of maestro for this grand unveiling? None other than Marco Gentile, a director whose storytelling prowess has garnered international acclaim, including a Silver Lion at the prestigious Cannes Lions International Festival of Creativity. Gentile, a virtuoso of visual narrative, brings the GranCabrio’s spirit to life against the stunning backdrop of Salento, Puglia, an area renowned for its unspoiled landscapes and discrete luxury. The campaign, produced by Movie Magic, is a vibrant celebration of Italy’s irresistible zest for life, wrapped in the sleek form of Maserati’s latest creation.
Dubbed “The all-new Maserati GranCabrio. Our Ode to Joy,” the campaign marries the thrill of driving with the exhilaration of life’s finest moments. It’s an invitation to feel alive, with the wind in your hair and the road open ahead, offering a travel companion that’s more than just a car—it’s a passport to discovery, to savor every mile with unparalleled elegance and performance.
The accompanying video, a short but potent expression of joy, features a rhythmic blend of nature’s power and the roar of Maserati’s Nettuno engine, culminating in a rock-infused rendition of the “Ode to Joy.” It’s a testament to the GranCabrio’s philosophy: to live life fully, embracing every emotion and elevating them to new heights.
Maserati’s latest aphorism, “Sing like no one is listening. Love like you have never been hurt. Dance like nobody is watching. And drive like the best is yet to come,” encapsulates the essence of the GranCabrio experience. A sports car that promises not just a journey, but a celebration of freedom, sharing, and the sheer beauty of the world around us.
The GranCabrio Trofeo, a marvel of Modenese craftsmanship and a symbol of open-air driving freedom, was introduced through a video that harmoniously blends the music of the waves with the thunderous Nettuno engine, underpinned by the iconic “Ode to Joy.”
Launched on Maserati’s official YouTube channel and available across its digital platforms, “The all-new Maserati GranCabrio. Our Ode to Joy” is more than a campaign; it’s a call to embrace life’s journey with passion, in true Italian style.
