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Campaign Launch: Lamborghini Tells the Urus as a Symbol of Human Progress
Goal: to showcase the Urus as a representation of human advancement
Claim: Urus embodies human progress
Summary: The campaign focuses on the Lamborghini Urus, portraying it as a symbol of human progress, highlighting innovation and luxury.
Lamborghini Stops the Race to Showcase the Power of the New Urus
Goal: To highlight the concept of reaching new heights and challenges beyond limits.
Claim: What is the highest you can reach?
Media: Film
Summary: Lamborghini's new campaign film 'Urus at its Peak' focuses on the theme of overcoming limits rather than traditional racing, showcasing the Urus SE Performante in a surreal mountain landscape alongside historical achievements. Directed by Rúnar Ingi, the film emphasizes control, ambition, and challenges, moving away from the conventional noise of car advertisements. Executive Creative Director Maurizio Tozzini expresses pride in continuing partnership with Dentsu Creative Italy to elevate the brand culturally without losing its unique essence.
Lamborghini Stops the Race to Showcase the Power of the New Urus
Goal: To showcase control and ambition of the Lamborghini Urus.
Claim: What is the highest you can reach?
Media: Film
Summary: Lamborghini highlights the control and ambition of its Urus SE Performante in a new film, 'Urus at its Peak', produced with Dentsu Creative Italy. The film emphasizes the journey through stunning landscapes rather than speed, presenting a narrative that connects the car's ascent with human achievements throughout history. It focuses on the need for new challenges beyond each accomplishment, portraying the mountain peak as a brief pause rather than an end goal.