Innovation is not only about performance, technology or breaking new ground. For Automobili Lamborghini, it is about continually challenging what is possible and finding new ways to move people, both literally and emotionally.
This vision is at the heart of “Living Twice”, the new branded content film created by Dentsu Creative Italy, which brings to light one of the brand’s most remarkable stories, until now largely outside the spotlight: Lamborghini supercars used by Polizia di Stato, the Italian State Police, in urgent organ transport missions. Since the collaboration began in 2004, more than 200 missions have been carried out, putting performance at the service of life.
The film begins with a question as simple as it is radical: “What if one life isn’t enough?”.
Through fragments of a man’s life and the subtle presence of a Lamborghini Urus SE, the story reframes the traditional idea of performance. Here, speed is no longer an end in itself, but a way to create something far more precious: time. What initially appears to be a story about limits becomes one about possibility, inviting audiences to reflect on second chances and the impact innovation can have on people’s 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. That is where ‘Living Twice’ began: a story in which speed, technology and precision are not the destination, but the tools to gain something far more precious: time. Because sometimes pushing beyond limits doesn’t mean going further. It means giving someone the chance to keep going.” –Riccardo Fregoso, Chief Creative Officer Southern Europe, MENA & Turkey, Dentsu Creative.
Produced by Karen Film and starring Paul Hamy, the film is directed by the Weiland Brothers, with cinematography by André Chemetoff. Far removed from traditional supercar storytelling, “Living Twice” takes an intimate, evocative approach, building its emotional impact through everyday gestures, glances and moments that unfold like fragments of memory.
The Lamborghini Urus SE enters the narrative with restraint, never overpowering the story. Instead, it embodies a different kind of performance, one measured not in speed records or lap times, but in its ability to make a tangible difference in people’s lives.
With “Living Twice”, Lamborghini offers a new expression of its brand identity, where technology, performance and humanity converge.
