Lamborghini and Dentsu Creative Italy have released “Living Twice,” a branded film that swaps supercar spectacle for a story about organ donation and second chances. The film draws on the automaker’s partnership with Italy’s State Police, which has supported more than 200 urgent organ transport missions since 2004.
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- When performance means giving someone more time
- A real partnership behind the campaign
- What marketers can take from Living Twice
When performance means giving someone more time
The campaign reframes Lamborghini’s signature emphasis on speed and engineering around their potential human impact. Directed by the Weiland Brothers and starring Paul Hamy, “Living Twice” follows fragments of a man’s life, with the Lamborghini Urus SE appearing as a quiet supporting presence rather than the central attraction.
The film was produced by Karen Film, with cinematography by André Chemetoff. Dentsu Creative Italy developed the work around a question about what a second chance at life could mean.
A real partnership behind the campaign
The storytelling is rooted in an operational relationship rather than a fictional brand purpose. Lamborghini has supplied vehicles to Polizia di Stato since 2004, supporting urgent organ transportation alongside other police duties. ANSA reported that the vehicles had completed more than 200 organ transports.
The film launched on October 9, coinciding with European organ donation awareness activities, according to ANSA. Its focus on the time that emergency transportation can make available gives the campaign a clear connection between product performance and a wider public benefit.
What marketers can take from Living Twice
For an automotive brand normally associated with power and aspiration, “Living Twice” shows how an established operational partnership can provide the foundation for an emotionally resonant campaign. Rather than making the vehicle the hero, the creative gives the human stakes priority while retaining a credible role for Lamborghini’s engineering.
The result is a different kind of performance story: one measured not in acceleration figures, but in the possibility of more time.
