When you think of Lamborghini, words like speed, power, and adrenaline immediately come to mind. Saving lives? Perhaps not so much. But in “Living Twice,” a moving new brand film from Dentsu Creative Italy, the legendary Italian automaker shifts gears to explore a different kind of performance. One measured not in miles per hour, but in moments that matter.
Inspired by Lamborghini’s more than two-decade partnership with Polizia di Stato, Italy’s State Police, the film draws from a remarkable real-world initiative. Since 2004, specially equipped Lamborghini vehicles have been deployed on urgent organ transport missions throughout Italy, racing against time to deliver life-saving organs to patients awaiting transplants. More than 200 such missions have been completed, proving that sometimes the ultimate expression of automotive engineering isn’t about reaching the finish line first. It’s about giving someone another chance to live.
Built around the evocative question, “What if one life isn’t enough?” “Living Twice” avoids the conventional supercar advertising playbook. There are no gratuitous beauty shots celebrating horsepower, no roaring engines demanding attention, and no emphasis on acceleration for its own sake. Instead, the film unfolds through intimate fragments of one man’s life, gradually revealing the emotional significance of time, memory, and second chances.
It’s a clever creative reversal. Lamborghini’s legendary speed, normally positioned as the ultimate luxury or thrill, becomes something altogether more meaningful. The ability to give someone more time. Watch below:
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“We asked ourselves what happens when performance stops being just about what a car can do and starts being about what it can make possible,” said Riccardo Fregoso, Chief Creative Officer Southern Europe, MENA & Turkey, Dentsu Creative. “Because sometimes pushing beyond limits doesn’t mean going further. It means giving someone the chance to keep going.”
Produced by Karen Film and directed by the Weiland Brothers, the film stars Paul Hamy, with cinematography by André Chemetoff. Together, the filmmakers create a restrained, cinematic experience that favors human emotion over automotive spectacle. The Lamborghini Urus SE plays an essential supporting role, becoming less a symbol of status and more an instrument of hope.
The creative approach is especially effective because it doesn’t manufacture a social purpose for the brand. It uncovers one that’s been hiding in plain sight for more than 20 years. By grounding its storytelling in Lamborghini’s real relationship with Italy’s State Police, Dentsu Creative gives the film an authenticity many purpose-driven brand campaigns struggle to achieve.
And while the story celebrates Lamborghini’s engineering excellence, it also honors the men and women of Polizia di Stato whose urgent missions help make second chances possible.
In an advertising landscape where automotive brands frequently compete to be louder, faster, and more visually spectacular, “Living Twice” makes its case by doing almost the opposite. It slows down long enough to remind audiences why speed sometimes matters most.
Because the true measure of performance isn’t always how quickly you get somewhere. Sometimes, it’s how much longer someone gets to stay.
CREDITS:
BRAND: Automobili Lamborghini
- Brand Marketing Coordinator: Maurizio Pietro Grande
- Marketing Campaign Brand and Corporate: Violetta Galia
- Brand Strategy: Francesco Imperato
- Production Advisor: Sabrina Allaria, The Production Advisory Group
AGENCY: Dentsu Creative Italy
- Chief Creative Officer SEMENAT: Riccardo Fregoso
- Executive Creative Directors: Maurizio Tozzini, Stefano Tunno, Gianluca Nucaro
- Art Director: Federico Caronna
- Copywriter: Roberto La Rocca
- Senior Motion Designer: Matteo Milone
- Video Editor: Alessandro Sartor
- Creative Supervisor: Dario Golino
- Senior Creative Strategist: Luca Bonfarnuzzo
- Senior Art Director: Alice Joanna Juliet Ridolfi
- Business Director: Federica Papetti
- Head of Client Service: Anna Chiara Pelletti
- Client Director: Benedetta Neri
- Client Supervisor: Federica Sacco
- Client Manager: Elena Longoni
- Business Director Roma: Francesca Gaffino
- Group Chief Strategy Officer: Niccolò Rigo
- Senior Strategist: Rosa Sirico
- Creative Progress Director: Antonella Vicari
- Progress & Creative Excellence Coordinator: Giorgia Croce
- Program Manager: Chiara Lamera
- Communications PR Manager: Alessandro Turchi
- Marcomms Specialist: Alessia Cornali
PRODUCTION COMPANY: Karen Film
- Executive Producer: Tommaso Pellicci
- Producers: Alessandro Naboni, Elisabetta Carli
- R&D: Giancarlo Giani
- Production Manager: Mattia Longhi
- Directors: Weiland Brothers
- DOP: André Chemetoff
- Main actors: Paul Hamy, Lucilla Mazzetti
- Editors: Thomas Grove Carter (DC), Matteo Motzo
POST: EDI Effetti Digitali Italiani
COLOR: Ethos Studio
Colorist: Dante Pasquinelli
MUSIC: Interlude
