{"id":52459,"date":"2026-07-20T18:20:07","date_gmt":"2026-07-20T16:20:07","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=52459"},"modified":"2026-07-20T12:45:13","modified_gmt":"2026-07-20T10:45:13","slug":"maserati-is-trying-to-pull-off-what-coca-cola-and-mcdonalds-failed-to-do-an-ad-created-entirely-using-ai","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/","title":{"rendered":"Maserati is trying to achieve what Coca-Cola and McDonald\u2019s failed to do: an ad created entirely by AI"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0.jpg\" alt=\"\" class=\"wp-image-52483\" srcset=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0.jpg 1200w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0-420x280.jpg 420w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0-768x512.jpg 768w, https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0-18x12.jpg 18w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Artificial intelligence continues to revolutionize the world of advertising, and <a href=\"https:\/\/www.italpassion.fr\/en\/maserati\/\">Maserati<\/a> has just reached a new milestone. The Trident brand has just unveiled a promotional video created entirely using AI\u2014a deliberate choice that supports the repositioning of its new <a href=\"https:\/\/www.italpassion.fr\/en\/cars\/maserati-granturismo-ii\/\">GranTurismo<\/a>. While AI-generated campaigns are drawing both enthusiasm and criticism, the Italian automaker is betting on using this technology to bolster its brand image.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Frozen New York to Showcase the GranTurismo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In this new film, Maserati tells a story rather than simply showcasing a car. The streets of New York are deserted, as if frozen in time. Behind the wheel of the new GranTurismo, Alessandro Del Piero drives through this silent city without saying a word. All that can be heard is the rumble of the Nettuno V6 and a few phrases that set the tone: \u00abIt\u2019s now or never,\u00bb \u00abEven when the world stops, dreamers never do,\u00bb and \u00abWe are Italian. We love to dream, and eventually we make it real.\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the Modena-based automaker, this campaign also illustrates its ambition to return to the forefront of the international stage with a revamped lineup, while celebrating Italian excellence. Alessandro Del Piero, an iconic figure in Italian soccer, embodies this drive to turn dreams into reality.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Maserati GranTurismo x Alessandro Del Piero | Never Stop Dreaming\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/8v_SxGQ_MQk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">A 100 % AI ad\u2026 in a debate that keeps growing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The real focus of this campaign, however, lies elsewhere: Maserati openly claims that the film was created entirely using artificial intelligence, in collaboration with the creative agency Migrante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This decision comes at a time when the use of AI in advertising remains as divisive as ever. Coca-Cola\u2019s campaigns, in particular, have been heavily criticized for their visuals, which were deemed artificial and devoid of emotion, with some observers even calling them a \u00absoulless nightmare.\u00bb More recently, McDonald\u2019s also faced significant backlash over an AI-generated Christmas ad, which was ultimately removed from YouTube after drawing widespread ridicule for its unrealistic movements and overly artificial appearance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, industry professionals point out that artificial intelligence is merely a tool. As several marketing experts point out, a good prompt is no substitute for a creative idea or a genuine communication strategy. When used in a deliberately fictional setting, AI can actually reinforce an artistic vision rather than clumsily imitating reality.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Maserati focuses on emotion rather than technological showmanship<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With this campaign, Maserati seems to have learned that lesson. Rather than piling on spectacular effects, the film adopts a contemplative pace in which AI serves primarily to set the mood. The empty city, the twilight lighting, and the minimalist soundtrack create an almost surreal world that naturally complements the automaker\u2019s message. It remains to be seen how the public will receive this ad.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":52483,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","footnotes":""},"categories":[27],"tags":[],"class_list":["post-52459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maserati","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maserati tente de r\u00e9ussir ce que Coca-Cola et McDonald&#039;s ont rat\u00e9 : une publicit\u00e9 enti\u00e8rement r\u00e9alis\u00e9e en IA - ItalPassion<\/title>\n<meta name=\"description\" content=\"L&#039;intelligence artificielle continue de bouleverser le monde de la publicit\u00e9, et Maserati vient de franchir un nouveau cap. La marque au Trident vient de\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-is-trying-to-pull-off-what-coca-cola-and-mcdonalds-failed-to-do-an-ad-created-entirely-using-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maserati tente de r\u00e9ussir ce que Coca-Cola et McDonald&#039;s ont rat\u00e9 : une publicit\u00e9 enti\u00e8rement r\u00e9alis\u00e9e en IA - ItalPassion\" \/>\n<meta property=\"og:description\" content=\"L&#039;intelligence artificielle continue de bouleverser le monde de la publicit\u00e9, et Maserati vient de franchir un nouveau cap. La marque au Trident vient de\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-is-trying-to-pull-off-what-coca-cola-and-mcdonalds-failed-to-do-an-ad-created-entirely-using-ai\/\" \/>\n<meta property=\"og:site_name\" content=\"ItalPassion\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/italpassion\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-20T16:20:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alexandre Filluzeau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@italpassion\" \/>\n<meta name=\"twitter:site\" content=\"@italpassion\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/\"},\"author\":{\"name\":\"Alexandre Filluzeau\",\"@id\":\"https:\/\/www.italpassion.fr\/en\/#\/schema\/person\/36f747b2a759ca202d847e85a9434ca0\"},\"headline\":\"Maserati tente de r\u00e9ussir ce que Coca-Cola et McDonald&rsquo;s ont rat\u00e9 : une publicit\u00e9 enti\u00e8rement r\u00e9alis\u00e9e en IA\",\"datePublished\":\"2026-07-20T16:20:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/\"},\"wordCount\":559,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0.jpg\",\"articleSection\":[\"Maserati\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/\",\"url\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/\",\"name\":\"Maserati tente de r\u00e9ussir ce que Coca-Cola et McDonald's ont rat\u00e9 : une publicit\u00e9 enti\u00e8rement r\u00e9alis\u00e9e en IA - ItalPassion\",\"isPartOf\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.italpassion.fr\/en\/maserati\/maserati-tente-de-reussir-ce-que-coca-cola-et-mcdonalds-ont-rate-une-publicite-entierement-realisee-en-ia\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.italpassion.fr\/wp-content\/uploads\/2026\/07\/maserati-granturismo-0.jpg\",\"datePublished\":\"2026-07-20T16:20:07+00:00\",\"description\":\"L'intelligence artificielle continue de bouleverser le monde de la publicit\u00e9, et Maserati vient de franchir un nouveau cap. 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