Maserati strikes at Super Bowl

First -time Super Bowl ad introduces the brand and the Ghibli to North American audience

Published: February 3, 2014, 12:00 AM
Updated: April 29, 2018, 2:47 PM

Maserati Ghibli Super Bowl Ad - 2014

By the time the Super Bowl rolls around there aren't many surprises left in the big advertising sweepstakes surrounding it, which arguably have become much more important than the game itself.

Well before the first kickoff, most of the ads that accompany its TV coverage had already been seen online, in teasers and trailers if not in full legth.

But not Chrysler's. For the past three years, its ads have come as surprises in terms of both content and quality.

This year the company – now called Fiat Chrysler Automobiles (FCA) – raised the bar again, using the first of its three allocated time slots to promote a totally unexpected automobile – the Maserati Ghibli - with an ad called "Strike."

A low-volume player in the FCA hierarchy, Maserati is best known in North America, if at all, for a few high-priced sports cars. With the Ghibli sedan, FCA hopes to change that situation, marketing against the mainstream contenders in the luxury-sports sedan segment.

That was the purpose of the Super Bowl ad called "Strike" – to introduce the Maserati brand, to portray it as a capable underdog that has earned its way into the big time and to "Strike" with the new Ghibli.

It's a classy and effective spot proclaiming the message that with steadfast commitment to hard work and unwavering passion, we can deal with our own "giants," overcome them and achieve what we set out to do.

See for yourself.

Here are the words recited by the little girl, Academy Award-nominated actress Quvenzhane Wallis:

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.