Klum joins Maserati's high-profile push
Fresh off its surprising appearance in a U.S. Super Bowl commercial, Maserati is showing off its aerodynamic curves alongside those of Heidi Klum and Kate Upton.
The low-volume luxury brand continued its high-profile marketing push with a seven-page spread in U.S. magazine Sports Illustrated's 50th annual swimsuit issue.
The pictorial features the 40-year-old German supermodel Klum in various poses and outfits with the 100-year-old Italian brand's Quattroporte and Ghibli sedans. It even goes topless -- though Klum does not -- with the GranTurismo convertible.
"We've prepared a new lineup of Maserati cars with the glamorous Quattroporte, the four-door daily performer Ghibli and the sporty GranTurismo Convertible," Maserati CEO Harald Wester said in a statement. "This massive effort deserves the largest audience platforms to take notice."
Maserati said the ad, shot in Los Angeles by Italian photographer Francesco Carrozzini and titled "Beyond the Swimsuit," consists of scenes purporting to show Klum as not just a stunning star but as a businesswoman, too.
"This campaign strikes against the stereotypes of modeling by showing what many of these women went on to become: more than just models, the ones who have elevated themselves past a simple beauty shot, into being successful, powerful, driven women -- a Maserati-type woman," the company statement said.
And for the Maserati-type man, the ad conveniently comes inside the same magazine as photos of 21-year-old Upton taken in a zero-gravity environment.
The pictorial comes on the heels of Maserati's 90-second commercial during the Super Bowl, in which it introduced the $68,150 Ghibli to a worldwide audience. That commercial, called "Strike," has reached over 11.5 million views on YouTube since it was broadcast.