Commercial for open-top Aventador makes it sound as if it’s the ultimate stimulant.
In the above 70-second spot that it calls “Free Your Ego,” Lamborghini shows the new Aventador S Roadster in action. It’s sexy, it’s fast. Also, given the way that the Italian automaker describes the machine, it’s almost a drug.
The commercial opens with the message “WE CREATE THE STRONGEST SENSATIONS.” After a few flashes of certain areas of the car’s body work, the footage cuts to a man standing in front of an Aventador S Roadster in a heavily wooded area. He stares at it with intensity before entering it, swinging one of its scissor doors down, and firing up the 740-horsepower V12 behind him. The driver proceeds to rocket down the gravelly strip in front of him and up a mountain road, the wind blowing through his hair. During his ascent, he’s pictured clutching a handful of earth and letting it slip through his fingers, standing on a rock formation jutting out into a calm lake surrounded by trees and mountains. The narrator says, “Imagine there was a way to amplify your senses. Imagine every sensation you feel was always the strongest, the fullest.” The man charges on, the naturally aspirated 12-cylinder engine raspily wailing the whole way.
Supercars like the Aventador S Roadster are supposed to be different, transcendent creations. Even if they aren’t unique on the road, every exotic car manufacturer strives to make them seem as if they are in their advertising and marketing. It looks as if Lamborghini has succeeded in doing that with its newest commercial. The Aventador S Roadster comes across as more than just a vehicle. It seems as if it’s a party drug that makes your senses operate at their fullest potential.
Unfortunately, it won’t be out in time for us to try it at Lamborghini Festival in early October, but we’ll get a damn good fix from the other models there.
Derek Shiekhi's father raised him on cars. As a boy, Derek accompanied his dad as he bought classics such as post-WWII GM trucks and early Ford Mustang convertibles.
After loving cars for years and getting a bachelor's degree in Business Management, Derek decided to get an associate degree in journalism. His networking put him in contact with the editor of the Austin-American Statesman newspaper, who hired him to write freelance about automotive culture and events in Austin, Texas in 2013. One particular story led to him getting a certificate for learning the foundations of road racing.
While watching TV with his parents one fateful evening, he saw a commercial that changed his life. In it, Jeep touted the Wrangler as the Texas Auto Writers Association's "SUV of Texas." Derek knew he had to join the organization if he was going to advance as an automotive writer. He joined the Texas Auto Writers Association (TAWA) in 2014 and was fortunate to meet several nice people who connected him to the representatives of several automakers and the people who could give him access to press vehicles (the first one he ever got the keys to was a Lexus LX 570). He's now a regular at TAWA's two main events: the Texas Auto Roundup in the spring and the Texas Truck Rodeo in the fall.
Over the past several years, Derek has learned how to drive off-road in various four-wheel-drive SUVs (he even camped out for two nights in a Land Rover), and driven around various tracks in hot hatches, muscle cars, and exotics. Several of his pieces, including his article about the 2015 Ford F-150 being crowned TAWA's 2014 "Truck of Texas" and his review of the Alfa Romeo 4C Spider, have won awards in TAWA's annual Excellence in Craft Competition. Last year, his JK Forum profile of Wagonmaster, a business that restores Jeep Wagoneers, won prizes in TAWA’s signature writing contest and its pickup- and SUV-focused Texas Truck Invitational.
