Automobili Lamborghini and Dentsu Creative Italy have launched a branded content film highlighting how Lamborghini supercars are used in urgent organ transport missions by Italy’s State Police.
Titled Living Twice, the film draws on Lamborghini’s collaboration with Polizia di Stato, which began in 2004. According to the company, more than 200 missions have been carried out through the partnership, using the vehicles to support time-critical organ transport.
The film explores the role of technology and performance in saving lives, shifting the focus from speed and engineering to the time they can help create for patients awaiting life-saving transplants.
Featuring the Lamborghini Urus SE, the film follows fragments of a man’s life and raises the question: “What if one life isn’t enough?” The narrative focuses on second chances and the impact that innovation can have on human lives.
“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,” said Riccardo Fregoso, chief creative officer for Southern Europe, MENA and Turkey at Dentsu Creative.
He said the film presents speed, technology and precision as tools to gain something more valuable — time — and give people the chance to continue living.
Produced by Karen Film, Living Twice stars Paul Hamy and is directed by the Weiland Brothers, with cinematography by André Chemetoff.
The campaign reflects Lamborghini’s effort to present its technology and performance capabilities through stories that connect the brand with broader human experiences.
