Lamborghini supercars have been rushing donor organs across Italy for more than two decades.
Automobili Lamborghini and Dentsu Creative Italy are now telling that story with "Living Twice," a branded content film released October 9.
The work draws on the carmaker’s collaboration with Polizia di Stato, the Italian State Police, which began in 2004 and has covered more than 200 urgent organ transport missions.
This record gives Lamborghini one of the most unusual brand stories in luxury automotive, and it stayed largely out of the spotlight until now.
Riccardo Fregoso, CCO Southern Europe, MENA & Turkey at Dentsu Creative, described where the idea began.
"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," he said.
He described pushing beyond limits as a matter of "giving someone the chance to keep going."
In short, the brand's strategy lets it discuss innovation without relying on top speeds or lap times.
A Supercar in the Background
The near two-minute hero spot opens with a question: "What if one life isn’t enough?"
Through fragments of a man’s life and the quiet presence of a Lamborghini Urus SE, it establishes what performance means for a supercar maker.
Speed becomes a way to create time for someone else.
Karen Film produced the project, which stars Paul Hamy and was directed by the Weiland Brothers, with cinematography by André Chemetoff.
The team took an intimate approach far from traditional car storytelling, with the emotional weight coming from gestures, glances, and moments that unfold like fragments of memory.
This way, viewers spend their time with the man at the center of the story and the second chance the narrative hints at.
Ultimately, Lamborghini establishes the film as a new expression of its brand identity, where technology, performance, and humanity converge.
This gives the company a fresh way to describe itself to audiences who may never sit behind the wheel of one.
3 Lessons in Proving a Brand Claim With Real Work
Lamborghini is making a specific claim about what its performance is for, and it has a public record that backs it.
Italy’s Centro Nazionale Trapianti reported a record 4,678 organ transplants in 2025, 36 more than in 2024.
Those numbers show how high the stakes are for each organ that reaches a patient, giving a 200-mission record real stakes.
Here are three ways to build a brand film from work your company already does:
- Document the service record: Count the missions, partners, and years, the way "Living Twice" grounds itself in 200+ missions with Polizia di Stato since 2004.
- Pick a new core metric: Swap the number customers expect, such as top speed, for one that fits the story, as the film does by presenting time as what speed produces.
- Give the product a supporting role: Keep the Urus SE to short, well-placed appearances so the human story carries the emotion and the product still registers.
A 2004 start date gives the film a head start no fresh campaign idea can fake.
Every additional mission adds to the proof.
Our Take: Who Should Tell the Next Mission?
Two hundred missions means two hundred separate calls, and behind each one is a driver, a clock, and a hospital waiting for a delivery.
We think "Living Twice" works as an opening chapter, but the people in that chain hold the better material.
A police driver who has made the run knows details no scriptwriter can supply, and audiences can tell when a voice has lived it.
If Lamborghini lets those voices speak in later installments, the brand earns its audience's trust that an actor can only approximate.
The strongest follow-up here is an archive of real accounts.
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