The video sends its message to all workers: never forget the past in order to look at the future with the same tenacity and passion. You can view the new content on all the brand’s social media profiles.
The narrating voice takes the viewer on a journey through everything Italians have been able to create, making Italy a country rich of style and traditions acclaimed all over the world. The city of Bologna, the company’s headquarters, sets the initial setting of the video and is then intertwined with representative scenes of production lines from specific industrial fields directly related to the lifestyle brand and strongly characteristic of the Italian essence; from vineyards to coffee roasting processes, passing by furnishings and watchmaking. On an evocative and rhythmic soundtrack, following the notes of “Cavalleria Rusticana”, famous composition by Pietro Mascagni, the video continues with a sequence of iconic Italian cities, including Rome, Turin, Florence and the region of Umbria, historically related to the Lamborghini family. A symbolic image of an opening window on the city of Bologna is the grand finale that suggests a hopeful spirit and glance at the future.
“As a family that has been celebrating the Italian spirit from generation to generation, becoming its spokesperson thanks to our wide variety of diversified products and projects, all, nevertheless, linked by a common thread that mirrors our Italian roots, we felt a strong desire to produce this visual content”, states Ferruccio Lamborghini, VP and CEO of the company. “With this video our goal is to celebrate all the qualities and characteristics that have made the Made in Italy trademark highly valued and praised all over the world. Starting from our creativity, passion, attention to details, uncompromising design and quality, all these features stand out on an international scale and are undeniably part of our DNA, our Italian DNA”.
