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