The Maserati Ghibli Super Bowl ad was lauded as one of the best Super Bowl commercials.
The advertisement includes images of steelworkers and young star actress Quvenzhane Wallis doing a fantastic job narrating and moving around, describing the effort needed to make the vehicle.
Maserati, though, makes luxury cars. And the advertisement didn’t mention that the Ghibli costs $67,000, prompting wonder from people who saw it.
“So #Maserati commercial extols virtues of all those who could never possibly afford a Maserati. Tone deaf or merely ridiculous?” said one Twitter user.
“Why is Maserati creating a commercial that 90% of the Super Bowl viewers can’t even afford!?!” said another.
However, the advertisement was lauded by car blog Jalopnik.
“‘Strike’ works best for Maserati. The company has cache rivaled only by hypercar makers and ultra-luxury like Bentley and Rolls-Royce. I’m not about to make the case that a $67,000 Italian car is a mainstream car, but few complain about full-size domestic SUVs and pickups that cost the same money,” it said.
“In any case, Chrysler advertised two much more mainstream cars during the Super Bowl after the Ghibli and they’re no slouches. Maserati’s first Super Bowl ad deserves to be remembered because it was a beautiful, breathtaking surprise not watered down by drawn-out teasers or unnatural celebrity cameos. And at the end of 90 seconds, it left you asking, ‘What was that?’ That’s how you sell a car.”