• by Phyllis Fine , 2 hours ago

Automobili Lamborghini makes a connection between organ donation and being born again -- and quietly touts the part its vehicles have played in real-life organ transport missions -- in its new branded content film “Living Twice.”

Showing everyday images of one man’s life interspersed with shots of the Lamborghini Urus SE, the spot first exhorts viewers to “enjoy every inch of the road.” We only live once, notes the voiceover -- but what if we can live again?

That’s when the screen goes dark, and a white-lettered message implies the brand has helped some people fulfill that goal. Since 2004, Lamborghini vehicles assigned to Polizia di Stato, Italy’s State Police, have delivered life-saving organs across the country. More than 200 missions have been completed since the partnership began.

“Living Twice” reflects Lamborghini’s approach to brand storytelling, placing engineering and innovation in a broader human context, according to the automaker.  The ad “shifts the focus from pushing boundaries on the road to making a tangible difference in people’s lives.”

“We asked ourselves what happens when performance stops being just about what a car can do and starts being about what it can make possible,” said Riccardo Fregoso, chief creative officer Southern Europe, MENA & Turkey, Dentsu Creative, in a press release. “Because sometimes pushing beyond limits doesn't mean going further. It means giving someone the chance to keep going.”

The spot was created by Dentsu Creative Italy and directed by the Weiland Brothers. It is available on YouTube and the brand’s Facebook page.