Produced by Karen Film, Dentsu Creative Italy’s latest campaign for Automobili Lamborghini transforms children’s imaginations into a cinematic journey through the brand’s most iconic cars, marking the agency’s first collaboration with the luxury sports car brand.
Titled Driven by Dreams, the branded content project launches across Lamborghini’s official social and digital channels and removes ‘selling the thing’ almost entirely. There are no specifications, no performance claims, no exhortations to buy. Instead, the narrative is carried by children describing who they want to become “when they grow up”—astronauts, magicians, superheroes, inventors of ‘colours that don’t yet exist’.
Visually, the film unfolds in a suspended, almost cosmic space. A Lamborghini Revuelto awakens like a spacecraft preparing for takeoff. As the children’s voices continue, Lamborghini vehicles morph across eras. The Countach to the Murciélago, Huracán, Urus and on to the brand’s latest models, creating a continuous line between imagination and execution.
The creative idea is simple but strategically sharp. The children are not imagining cars. They are imagining possibility. Lamborghini’s history is used as proof that such ambition, once articulated, can be engineered into reality.
That framing positions Lamborghini not as a finished object of desire, Driven by Dreams presents the brand as a process of dreaming first. The child’s voice becomes a stand-in not for the consumer, but for the creative and engineering instinct that has guided the brand over decades. In effect, Lamborghini’s designers and innovators are narrating their past ambitions through a child. And it’s resonating. Lamborghini’s Driven by Dreams video on YouTube is alive with comments praising the creative. “What a beautiful advertisement, almost brings me to tears,” and, “I am 17 and I am preparing for exams, and I have a die-cast Lamborghini on my table. And I'll get my own soon, mark my words…” sum up the sentiment.
The transition between past, present, and future is the organising principle of the film. Lamborghini has long existed as a cultural artifact before it exists as a purchasable one—often encountered first as a poster beside the bed, a calendar, or a scale model on a desk as mentioned above.
In fact, just watching this ad, I too am reminded of my very own white model Diablo with its eyelet headlights and scissor doors; I haven’t thought about my favourite toy car in a very long time.
So, today, that same generation has aged into purchasing power. The film never states this outright, but it quietly acknowledges the arc.
What makes Driven by Dreams notable for brand leaders is its restraint. The script, for a 1 minute 44 seconds commercial, contains relatively little words. Though, the repeated use of “When I grow up” mirrors how ambition actually forms: iteratively, open-ended, unconcerned with feasibility. The absence of product language allows Lamborghini to operate at a symbolic level—less about what the cars do, more about what they represent. It’s exactly how fans and consumers alike interact with the brand.
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“Storytelling for an iconic brand like Lamborghini was an exciting challenge, especially because of the authentic bond it has built with people over time,” said Maurizio Tozzini, executive creative director at Dentsu Creative Italy. “We’re proud to sign this first collaboration, as it celebrates a shared imagination that spans generations. [It’s] a direct, instinctive connection that makes all of us feel part of the brand’s story.”
The film, then, is ultimately arguing that Lamborghini’s equity has been built not only through engineering excellence, but through long-term emotional embedding. It asks adults to recognise where their own ambition once began.
With Driven by Dreams, Lamborghini reinforces its positioning as a brand that goes beyond building extraordinary cars. It frames imagination as its most enduring asset and, I surmise, innovation as the act of honouring it over time.
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