10 September 2026 – Maserati has launched “Luxury, every day” campaign dedicated to the new GranTurismo, GranCabrio and Grecale, paying tribute to the brand identity of “Italian Gran Turismo: Effortless Luxury Performance”. The narrative focuses on an unostentatious, authentic luxury that can become part of everyday life.
As Maserati celebrates the centenary of both its iconic Trident logo and its first-ever racing victory, the campaign expresses the Trident’s identity as a symbol of extraordinary performance, Italian beauty, and effortless elegance that transforms every journey into an experience.
Agency partner Migrante has created an evocative film that features four characters interacting with high-value items – a watch, jewelry, a bottle of Tignanello, and a suit – which they hesitate to use, as if no occasion were ever important enough.
Maserati challenges that mindset: the new Grecale, GranTurismo and GranCabrio models are designed to elevate the everyday, with the potential to free up other luxury items that might be kept waiting: the clothing and jewelry are finally worn, the wine opened and appreciated.
Directed by Rob Chiu and shot on location in Trieste, Italy, with a soundtrack by Flavio Ibba, the film alternates the faces and the hesitation of the protagonists with the magnetic presence of the cars, in a crescendo of rhythm and emotion. The GranTurismo, GranCabrio and Grecale take to the road with versatility, elegance and determination, bringing to life the uniqueness of cars created to excite road users every day.
The film was produced by the production house Think Cattleya, whose production team collaborated closely with Migrante’s creative department to bring the campaign’s vision to life.
Likewise, the sophisticated moving images restore the beauty of a fully redesigned front end with a shark-nose effect, which combines a more assertive character with refined aerodynamic efficiency. Shared by all three new Maserati models, today’s stylistic language reflects the ambition of Maserati’s in-house design center.
Elegant close-ups in the film highlight the revamped Maserati digital clock, now with a real metal crown, as well as the new 3D controls that make drive mode selection more intuitive, safer and pleasant to the touch. Last but not least, the camera follows the driver’s hands to the new multi-functional steering wheel, inspired by the world of Maserati racing, which completes an increasingly performance-oriented cabin.
Cristiano Fiorio, Maserati Chief Marketing Officer and BOTTEGAFUORISERIE General Manager. stated: “In the new Trident range, we reiterate the feature that has always defined us: Italian Gran Turismo, where design, elegance, Italian style, performance and artisanship come together in a timeless balance of elegance that is never ostentatious but always oriented towards performance. For over 100 years, we have been interpreting luxury in a distinctive way and are convinced that driving a Maserati stands as a moment of everyday beauty, to be experienced every day. Indeed, Maserati was founded to transform the ordinary into the extraordinary and to make every day a special occasion. The new campaign tells this exact story very effectively, through four wonderful items no longer kept waiting and finally taken back to being enjoyed. This is the attitude each Maserati invites all its drivers to experience, every day”.
Leo Ricagni, founder and CCO of Migrante, added: “Working with Maserati to bring luxury to the everyday has been a perfect combination of passion, creativity and beauty. These high-performance cars embody the love of Italian craft and quality. Bringing this to life in the campaign has been a joy that matches heritage with cutting-edge production.”
The film will run in 90, 30, 15, and 6-second cut-down versions, across Maserati’s social and digital channels from September onwards, with a radio campaign running alongside.
