Lamborghini - Huracán Sterrato: beyond the concrete (2022)

Huracán Sterrato is the first Super Sports Car with a V10 engine and all-wheel drive designed to deliver driving thrills on all terrains, so to sell it Lamborghini created this ode to dirt advert.

The spoken word poem reads like it was written by an AI, and the VO sounds like a super-serious rapper lowering his voice down to "gravel", while we watch a dirt-boarder race alongside the car that's driven around the dirt by a supermodel, making a pattern of crop circles. It is the perfect tone for the target market of coked-up bitcoin billionaires, I suspect. For the rest of us, it's just hilariously cringe.

This one’s for you
Concrete yearner
Tamer of curves
Master of speed
Wear your finest suit
Dirt is made for it
Let the showoff begin
On this new concrete
Spray paint powder on tires
That thrive on the rim
Dust is gold
Dirt’s for the bold
Block out the sun
Raising red clouds
On that dry ground
Make gravel rain down
Let adrenaline and fun collide
Spraying grains of dust aside
It’s no filth
This is design
Any amount of grime is fine
The more you get dirty
The more you’ll shine
Dust is gold
Dirt’s for the bold
Dust is gold
Dirt’s for the bold

Client: Lamborghini 

Model: Huracán Sterrato