It's no secret that Super Bowl ad time is very, very expensive, with a 30-second spot for this year's game costing around $4 million. For Maserati, which aired a 90-second spot showing off its new Ghibli sedan during this year's game, the price was considerably above $4 million, though.

Automotive News estimates that the spot cost Maserati the equivalent of over $700 for each of the 15,400 vehicles sold last year. That works out to nearly $11 million. It may have paid off, though, as search traffic for Maserati and the Ghibli in particular saw a significant spike following the airing of the stylish commercial, and the brand's total sales were already on target for record levels before the ad aired.

The Ghibli "deserved a wide audience platform such as the Super Bowl," according to Maserati's chief marketing officer, Saad Chehab. The sports sedan is Maserati's most affordable entry, with prices starting around $67,000, moving the brand further downmarket than it's ever ventured before.

In case you need a refresher, take a look below to watch the 90-second Super Bowl ad starring the all-new Maserati Ghibli.


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    • 1 Second Ago
  • 27 Comments
      sstowes
      • 1 Year Ago
      This was probably my favorite ad, plus it had prime coverage. IIRC, it was the first, or one of the first ads to air in-game. I had no idea where it was going though. One of my customers said, "dude, I thought it was an ad for saving kids or something. I started getting a little teary eyed and then out of nowhere, 'VROOOOOOOOOOOOOOOOOOOOOOOOOOOM'..." Lol
      nocommie11
      • 1 Year Ago
      If you buy the Cheapest model of just to get the upscale brand, aren't you just a pretentious peasant?
        Mudotaku
        • 1 Year Ago
        @nocommie11
        Not necessarily. The BMW 2002 was the cheapest of its brand for a long time and I doubt people bought it because it was the cheapest. Bigger isn't always better.
      Koenigsegg
      • 1 Year Ago
      its nice and i'd drive it but i wouldnt buy it, that would be a dumb purchase.
      Daniel Winegarden
      • 1 Year Ago
      Great tag line, "The absolute opposite of ordinary." I like having a passionate alternative in Maserati.
      Eta Carinae
      • 1 Year Ago
      It was well worth it....its the only ad from the super bowl I catch myself going back.....very mysterious commercial with a beautiful metaphorical story to it......i think the ghibli is on a lot of people's shortlist that are shopping in that realm.....
      George Krpan
      • 1 Year Ago
      Waisted on football slobs.
      cbxweb
      • 1 Year Ago
      I don't understand the vitriol for the ad. How is it any different than Mercedes-Benz doing a splashy ad for the new S-Class?
        Fugsworth@yahoo.com
        • 1 Year Ago
        @cbxweb
        Where have you seen vitriol? It's not in this post, and pretty much every discussion I've seen on the subject considered it one of the best ads of the entire game.
      Dollarbill4
      • 1 Year Ago
      As for the Maserati ad, it cost $17M. But consider this: Maserati scored a True Reach score of 5.8 M people. These are 5.8 M people that are motivated to do anything, from tweeting about the car, doing research on the internet to going and visiting a dealership, to actually buying the car. If, say, 1% of the 5.8M visit a store that's 58,000, and if 1% of those end up buying a Ghibli, that's 5,800. Doing the math: 5800 X $70,000 = $406M. Well worth the price of the SuperBowl ad of $17M. To break even it would cost $17,000,00/5800 = $2931.00/car on a $67,000.00 car. That's a bargain.
        michael.corliss
        • 1 Year Ago
        @Dollarbill4
        Your math is very liberal with the assumptions. If the add generated that much buzz...and assumed positive momentum, dealers would not have to voluntarily discount the cars. My local dealer is also the BMW dealer located 300 yards away, and Mercedes dealer located 3 miles away. If he is advertising specific discounts on every Ghibli in inventory, then the cars not getting the hoped for traffic. It's that simple. I hope I'm wrong and it is a runaway success, because only then will Maserati have the budget to rectify the many shortcomings that I listed previously...and others have volunteered independently.
          SetNick
          • 1 Year Ago
          @michael.corliss
          Your local dealer must not test drive these csrs. I am not in the luxury car market, but have been able to ride/drive the Ghibi and its closest competitors. It is a game changer for the brand. And people will get it once they experience it in person. Of course, it would be better as a wagon😎.
      Mr.K
      • 1 Year Ago
      $700/$67,000 = 1.044 This amounts to a 1% or less of the price of every car sold last year. If profit margin is more than 1% (which it is), whats the problem here?
      PhantomDiner
      • 1 Year Ago
      "moving the brand further downmarket than it's ever ventured before." This statement is false, back in the early 1980s- 1984 - Maserati ventured into 3-Series Bimmer territory with the biturbo models.
        express2day
        • 1 Year Ago
        @PhantomDiner
        Yes and no. The 1984 Biturbo started at around $27K which is about $63K in current dollars and was still notably above BMW 3-Series price territory.
        Cory Stansbury
        • 1 Year Ago
        @PhantomDiner
        Chrysler TC by Maserati...
          PTC DAWG
          • 1 Year Ago
          @Cory Stansbury
          Not the same vehicle, unless my memory is gone.
          Jj008
          • 1 Year Ago
          @Cory Stansbury
          That was more of a (unsuccessful) upmarket move by Chrysler.
          Cory Stansbury
          • 1 Year Ago
          @Cory Stansbury
          That I won't disagree with.
          Cory Stansbury
          • 1 Year Ago
          @Cory Stansbury
          Didn't say it was...simply another example of downmarket moves by Maserati!
      bK
      • 1 Year Ago
      As much as I love Maserati, the Ghibli just has a weird front end proportions.
      The Mercers
      • 1 Year Ago
      Just to put things in perspective, premium cars often carry very high per-car ad spends, since getting even a sliver of the public's attention costs so much. I am pretty sure Jaguar has been averaging $3,000-$6,000 per car sold for the last few years, at OEM-level ad spend (dealer ads are on top of this). So $700 for Maserati might just be 15-20% of their annual budget, which is not out of line for a Superbowl ad. (I know, Ferrari doesn't spend like this but they are hardly typical...)
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