Lamborghini has a penchant for provocative advertising, ranging from fragrances to apartment towers and even Spotify playlists inspired by engine notes. When the Huracan Sterrato was unveiled, the brand chose a quiet promotional approach, releasing videos without fanfare.
The reception online was brutal in places, with critics quick to judge the playful campaign as over the top or misguided.
One Twitter comment captured a common refrain: some observers joked that the campaign had a large budget squandered on drinks, and only later did it get converted into a video using the surplus from empty bottles and cans.
Another sharp remark accused the effort of feeling like a three-year-old’s whimsical dream after a long dinner, suggesting it was born from excess and imagination rather than a clear marketing strategy.
For non‑English speakers, several lines from the clip include:
- This is for you
- Master of speed
- Put on your nicest suit
- Dirt has been made for this
- Dust is gold
- Dirt for the brave
- Let it rain gravel on this dry land
- It’s not dirt, it’s design
- Any amount of dirt is good
- The more you get dirty, the more you shine
One observer described the tone as humorous resilience, implying that the ad’s bold humor could be a confidence boost for fans who enjoy audacious visuals and fast machines. The takeaway offered by this voice was that sometimes misread humor becomes a talking point that amplifies brand recognition, even if not everyone agrees with the creative direction.
Despite the mixed responses, the production team’s choices remained under discussion long after the release. A close look suggests the directors granted approval following a final viewing, giving the project a green light to reach a wide audience. Some viewers labeled the effort tasteless, arguing that the message did not land as intended.
From a media analysis angle, the campaign illustrates how a luxury brand can provoke debate by blending high-speed imagery with playful, somewhat irreverent copy. In Canada and the United States, audiences often respond to campaigns that mix spectacle with humor, and the reactions can become part of the story itself, fueling conversation across social feeds and video platforms.
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Photo, video: YouTube