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Maserati is going in for the kill….

Maserati is going in for the kill….

By Nicole James


The Superbowl has been practically forgot by now, but have the commercials slipped our minds already?  Let’s talk about the chilling Maserati commercial. The commercial was narrated by Academy Award nominated Quvenzhane Wallis and showed dancers, steel workers, firefighters and birds in flight while Wallis sent a rallying cry to underdogs everywhere.

Maserati’s first-ever Super Bowl commercial was a short 90 seconds, but shocked audiences everywhere and the car community is still buzzing about it. Everyone has been expecting Jaguar to air something cool for its F-Type line, especially since they have been making a lot of noise about being a real player again in the premium sports car category. But no one expected Maserati to do something like this.

The commercial made the Ghibli come off as nimble, lithe, tactical, and astonishingly cool. At a starting price of $66,900, the Ghibli is something to look out for. According to, searches for the Maserati Ghibli rose 2,143 percent the hour after the add ran, causing general Maserati searches to rise 385 percent.

“It’s not easy to achieve these kinds of large shifts in search activity at the brand level, so it’s clear that these ads were doing something right,” John Kovac, the vice president of marketing at AutoTrader, said.

Maserati recently announced plans to sell 50,000 cars next year, more than double its deliveries in 2013. And last December the brand’s fourth-quarter profit surged to $168 million.

“Maserati has stepped into the foyer in a major fashion,” Arthur Henry, a senior analyst for Kelley Blue Book, said. “In years past when shoppers where tighter with their wallets, the luxury brands didn’t have the impact on shoppers as they did this year, but as the economy and shopper confidence improves luxury looks to be the hot ticket item for 2014.”

“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. … We wait until they get sleepy. Wait until they get so big they can barely move. And then we walk out of the shadows. Quietly walk out of the dark–and strike.”

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