Milan. Italy, 22th July 2026 — Automobili Lamborghini and Dentsu Creative Italy unveil the launch film for the new Urus SE Performante, the new pinnacle of the Urus range and the most powerful expression of Lamborghini’s Super SUV philosophy.
Built around one essential question — “What is the highest you can reach?” — the film transforms the launch of the new Urus into a story of elevation. Not only the physical climb of a Lamborghini conquering an imposing mountain road, but the inner drive that has always pushed pioneers, creators and visionaries to move beyond the limits they had just reached.
As the car rises turn after turn, the ascent is intercut with milestones from human history: moments when progress was not achieved by stopping at the summit, but by looking beyond it. The mountain becomes more than a landscape. It becomes a measure of ambition.
Rather than relying on speed as spectacle, the film finds its intensity in control. Metaphysical mountain roads, archival images that echo like memories, and meticulously crafted cinematography and sound design carry the emotional weight with restraint and precision. Every turn, engine note, and silence is shaped to express a different kind of Lamborghini power: not merely explosive, but elevated, focused, and exact.
Directed by Rúnar Ingi and produced by Indiana Production, the film marks a new chapter in Lamborghini storytelling. It translates the brand’s pioneering DNA into a visual journey that moves, quite literally, ever higher — from road to summit, from performance to purpose, from achievement to the next impossible goal.
“The more we work with Lamborghini, the prouder we are of what we are building together. Every new project is a chance to move the brand into a more meaningful and culturally relevant territory, without losing the power, instinct and attitude that make it unique,” said Maurizio Tozzini, Executive Creative Director at Dentsu Creative Italy.
With Urus at its Peak, Automobili Lamborghini reaffirms a belief that has always defined the brand: reaching the highest point is never the end of the journey. It is the place from which the next one begins.
