Maserati and Beckham: Match made in heaven or hell?

becks maseratiAnd so to a Maserati Levante Trofeo – where else? – which, for those of you not in the know, has a maximum speed of 185.8mph; has 427 kw horsepower; boasts a 3.8 litre V8 engine; is 5m long, 1.9m wide and 1.6m high; and weighs 2,170kg… all at a snip of £122,710 (starting price). So, what are you waiting for?

Well, if that isn’t enough to persuade you, how about getting your fat arse on to the Pieno Fiore natural leather sport seats, which according to the blurb, “with their dedicated design, give to the Levante Trofeo cabin an extremely sportive look together with a refined luxury feeling”.

Still not convinced?

How about this: “A century of mixing innovation, design and passion has driven Maserati to create iconic vehicles, which have changed the way the world thinks about motoring – forever. Today this uniquely Italian recipe, kicks up into a new, higher gear with the arrival of a new brand global ambassador, David Beckham.

“Global sporting icon, philanthropist, businessman and style trailblazer: David Beckham is the perfect partner to accompany Maserati on the next leg of its journey, breaking boundaries and driving the brand forward to the forefront of luxury motoring in the 21st century.” [You simply couldn’t make this stuff up.]

It is safe to say, Maserati’s chief marketing officer, Paolo Tubito, is cock-a-hoop. He enthused: “The brand is moving forward, inaugurated a new era. Maserati is driven to challenge the status quo being innovative by nature, powered by passion, and unique by design. The partnership with David Beckham is the embodiment of all these values.” [Hmmm]

David Beckham said…[sorry David, no-one cares mate].

So, dear readers, what is the result? According to Droga 5 London, the agency behind the new campaign, “the first act bringing together Maserati and David Beckham’s values is an inspiring film showcasing the innovative spirit which sees David performing an audacious act of driving in a Maserati, just for the sheer joy of doing the unexpected”.

What that really looks like is someone else doing a mass of wheelspins under a flyover, while Beckham listens to his appointments for the day standing outside the car. If you don’t believe us, check it out here>

So, what is the consensus around the Decision Marketing office?

Well, you may have already guessed, we’re not big fans of flash cars or David Beckham. In fact, at the risk of upsetting former Rapp Media and Goodstuff Communications data chief Tom Beardmore again (it appears he prefers Campaign‘s ad reviews) this ad is more autofellatio than automotive.

Then again, that is probably perfect for the target market.

Decision Marketing Adometer: A “0-60 in five minutes” 5 out of 10

Print Friendly