There is a New York that does not exist, deserted like a dream too clean, and inside that New York there is Alessandro Del Piero driving a Maserati without saying a word. He doesn’t need to speak. His face is enough, and the roar of Neptune is even more so. The rest is done by artificial intelligence, which has the difficult task of seeming real while it is not. This is the meaning of the video just launched by the Trident house.
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The strategy
Maserati, for one hundred and twelve years, has been selling an idea of Italy that Italians themselves struggle to recognize every day: one in which beauty is an act of will, speed a polite way of saying elegance, and luxury does not need to raise its voice. The film, this time, says it clearly. It takes Del Piero, the number ten by definition, puts him in the driver’s seat and sends him towards New Jersey. He, who made his career with unexpected balls and eloquent silences, this time drives. The message is clear: great players, like great brands, do not get lost. They know where they are going even when the road is empty.
A solemn tone
What strikes, however, is not so much the car nor the artificial landscape. It is the tone. There is a discreet, almost modest solemnity in the way Maserati decides to talk about itself. It does not shout “we are the best,” instead it says: we are still here, and we still want to seem inevitable. It is a pride that does not allow itself the luxury of irony, because irony, in certain trades, is costly. Del Piero, after all, is the right man for this role. He has never been a noisy star. He has always had the air of someone who knows that talent alone is not enough: you also need the ability not to betray it when no one is watching.
The film, it is said, is entirely generated with artificial intelligence. It is a detail that today sounds almost inevitable, but in a context like this it retains a small strangeness. A brand that has made artisanal craftsmanship and the sound of the engine two reasons for pride, entrusts an algorithm with the task of representing its dream. Ok, there is a bit of contradiction but it is also a sign of the times: Italian excellence, when it has to show itself to the world, passes through tools that have no memory of Modena, nor of Maranello, nor of those long afternoons when you understood everything about an engine just by listening to it.
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Del Piero at the wheel
Yet it works. It works because Del Piero at the wheel of a GranTurismo in that nonexistent New York still seems at home. He seems like someone who has already won his most important matches and who can now afford to drive slowly, looking out the window, as if the landscape belonged to him. This is perhaps the true luxury that Maserati continues to sell: not so much the car, but the idea that there is still someone capable of crossing the void without losing concentration.
Italians, as we know, love symbols that last longer than themselves. The Trident is one of these.
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