Maserati launches AI campaign starring Alessandro Del Piero

GranTurismo crosses a silent New York

Built around the positioning “The Italian GranTurismo: Effortless Luxury Performance”, the campaign film follows Del Piero driving the Maserati GranTurismo through an empty New York City towards New Jersey.

There is no dialogue, with the silent streets, the sound of the GranTurismo’s Nettuno V6 engine and Del Piero’s focused journey shaping the narrative. Maserati presents the luxury grand tourer as a symbol of its Modena heritage, combining comfort, performance and driving pleasure.

Del Piero said the film made him reflect on pride, identity and the power of symbols, comparing the experience to wearing Italy’s national football shirt on the world stage. He added that major achievements are often built away from the spotlight, linking his sporting career with Maserati’s legacy of innovation, beauty and courage.

Cristiano Fiorio, Maserati Chief Marketing Officer and BOTTEGAFUORISERIE General Manager, said the brand is looking ahead with optimism and a clear global vision. He described the campaign as a tribute to Italy, its craftsmanship and excellence, as well as individuals who have achieved success and those striving for future milestones.

Part of Maserati’s renewed global direction

Maserati says the AI-driven campaign forms part of its broader brand repositioning after more than 112 years of automotive heritage and international motorsport involvement.

The current Maserati range includes the Grecale SUV, GranTurismo grand tourer and GranCabrio convertible. Available powertrains include a four-cylinder hybrid engine for the Grecale and V6 petrol engines with rear- or all-wheel drive across selected models.

The GranTurismo Folgore marked Maserati’s first fully electric production car, with the electric line-up also including the Grecale Folgore and GranCabrio Folgore.

At the top of the range, the MC family includes the MCPURA coupé and MCPURA Cielo convertible, both powered by Maserati’s Nettuno V6 engine featuring Formula One-derived technology.

The GT2 Stradale represents the road-legal version of the race car that returned Maserati to GT competition, while the track-only MCXtrema is limited to 62 units globally.

Alongside its vehicles, Maserati continues to expand its Fuoriserie customisation programme, Classiche heritage division and Maserati Corse motorsport operations.

The AI-created Maserati campaign film is now available across the brand’s official digital platforms and social-media channels.