ARCHIVEDB12 Goldfinger Edition
In 2024, Aston Martin launched the DB12 Goldfinger Edition campaign in the United Kingdom, marking...
Lamborghini Born with Two Hearts Redefines the Hybrid Supercar
Lamborghini's "Born with Two Hearts" is a 2024 multi-channel international film campaign created by Dude London that launches the Urus SE — Lamborghini's first plug-in hybrid Super SUV — by using the metaphor of humans born with two hearts to represent the vehicle's combined combustion and electric powertrain.
Published in the United Kingdom in April 2024, the campaign operates across digital, social, and in-store placements worldwide, according to reporting by Ads of the World and LBBonline. The creative premise is precise: two heartbeats correspond directly to two forces that define the Urus SE — raw power from the combustion engine and heightened emotion from the electric motor. The film constructs an imagined world in which dual-hearted individuals exist as a natural phenomenon, then draws the parallel to Lamborghini's engineering breakthrough without stating it literally.
The Urus SE made its global public premiere on April 25, 2024, at Auto China Beijing 2024, as reported by Carscoops, positioning the launch as a genuinely international moment rather than a market-specific reveal. In the United Kingdom, the campaign arrived as part of Lamborghini's broader "Dare to Live More" platform — a positioning framework that frames every Lamborghini driving experience as an expansion of human potential. The Urus SE sits at the intersection of that ambition and a new technological reality: a luxury car that is simultaneously a supercar, a hybrid SUV, and, per Lamborghini's own designation, a Super SUV. The campaign earned a Clapboard Score of 80 out of 100, reflecting strong creative coherence and emotional craft relative to the luxury automotive category.
Lamborghini faces a specific strategic challenge in 2024. The brand's identity rests on the unapologetic combustion engine — violence, noise, and theatre — yet regulatory and consumer pressure across the United Kingdom and continental Europe is accelerating the shift toward electrification. The Urus SE's plug-in hybrid powertrain is not merely a product update; it is a brand-level statement that Lamborghini can absorb electrification without diluting the emotional core that justifies its pricing and desirability.
Dude London's solution was to reframe the hybrid narrative entirely. Rather than positioning the Urus SE as a responsible or efficient choice — the language competitors such as Porsche deploy with the Cayenne Turbo S E-Hybrid, and that Bentley uses with the Bentayga Hybrid — the campaign insists that two power sources mean more sensation, not compromise. This distinction matters in the United Kingdom market, where the luxury sports car buyer is acutely sensitive to any suggestion that performance has been sacrificed at the altar of sustainability.
The global luxury sports car market was valued at approximately US$62.7 billion in 2024 and is forecast to reach US$105.2 billion by 2033, according to marketresearch.com. Within that competitive landscape, Porsche holds a significant share of the performance SUV segment, making Lamborghini's need to clearly differentiate the Urus SE on emotional grounds — rather than specification alone — commercially urgent. The campaign's emphasis on feeling born different, on carrying an extraordinary capacity from birth, speaks directly to the self-concept of the luxury supercar buyer who does not wish to be rationalised into a purchase but confirmed in an identity.
Director Iñigo Jiménez helmed the film for Lamborghini, working with production company Think Cattleya to build a visually immersive world in which dual-hearted humans navigate life with an intensity that mirrors the Urus SE's driving experience, according to LBBonline and brand-news.it. The film avoids the most familiar grammar of automotive advertising — there is no track, no empty mountain road at dawn, no close-up of a rev counter climbing toward redline. Instead it inhabits the interior lives of its characters, using the heartbeat as both structural rhythm and emotional anchor.
Director of photography Hugo Prats brought a cinematic quality to the imagery that distances the work from conventional car advertising, per production documentation cited by LBBonline. Post-production was handled by EDI — Effetti Digitali Italiani — whose digital effects work integrates the metaphorical two-heart concept into the physical world of the film without tipping into literalism. Colorist Fran Cóndor treated the grade to sustain the warmth and intensity associated with Lamborghini's visual identity while lending the human-centred story a texture closer to prestige drama than product launch content.
Music and sound design were created by IXYXI, a choice that reinforces the campaign's emotional architecture — sound functioning here not as underscore but as a second heartbeat in its own right, pulsing in counterpoint to the visual rhythm. The overall production reflects an ambition, as reported by LBBonline, to treat a car launch film with the same creative seriousness as long-form branded content. On the agency side, Dude London's CEO and Partner Francesca Spitali and Executive Creative Director Curro Piqueras Parra led creative development, according to brand-news.it and dude.it.
No independently verified campaign performance data — such as reach figures, conversion rates, or media spend — is publicly available for "Born with Two Hearts." What is verifiable is the film's reception on Lamborghini's own YouTube channel under the title "Urus SE — Dare To Live More": the video recorded more than 621,000 views and over 16,000 likes. These figures, drawn from Lamborghini's own channel data, indicate meaningful organic traction for a brand film in the premium automotive category, where supercar audiences are smaller by definition than mass-market segments.
The campaign's structural effectiveness is grounded in the clarity of its central metaphor. By making the hybrid powertrain a human story rather than an engineering briefing, the work sidesteps the credibility gap that afflicts many luxury automotive electrification campaigns — the gap between a brand's established emotional promise and the cooler, more rational language that electrification typically invites. In the United Kingdom, where Lamborghini competes in a luxury car market that Bain estimated at approximately €579 billion globally in 2024, down five percent at current exchange rates according to bain.com, sustaining emotional desirability through a technology transition is not a creative preference but a commercial necessity.
The Urus SE's premiere at Auto China Beijing 2024, as reported by Carscoops, generated international press coverage that amplified the campaign's reach beyond paid placements. The Clapboard Score of 80 out of 100 reflects the campaign's strong conceptual integrity and production quality relative to the 2024 luxury automotive competitive set.
"Born with Two Hearts" is a 2024 film campaign created by Dude London for Lamborghini, launching the Urus SE plug-in hybrid Super SUV in the United Kingdom. The campaign uses the metaphor of humans born with two hearts to represent the Urus SE's combined combustion and electric powertrain, running across digital, social, and in-store channels internationally.
Iñigo Jiménez directed the film for Lamborghini. He worked with production company Think Cattleya, director of photography Hugo Prats, colorist Fran Cóndor, and sound and music studio IXYXI. Post-production was handled by EDI — Effetti Digitali Italiani. Agency leadership came from Dude London, with Francesca Spitali serving as CEO and Partner.
The Urus SE is Lamborghini's first plug-in hybrid Super SUV. It debuted publicly on April 25, 2024, at Auto China Beijing 2024, as reported by Carscoops. The vehicle combines a combustion engine with an electric motor, marking Lamborghini's first step into hybrid powertrain technology within its high-performance supercar and sports car lineup.
Dude London created the campaign. The agency was selected after a creative review, according to brand-news.it. Dude London developed the two-hearts metaphor as the campaign's strategic and creative foundation, framing the Urus SE's hybrid technology as an amplifier of power and emotion rather than a concession to efficiency or regulation.
The Urus SE film published on Lamborghini's YouTube channel under the title "Urus SE — Dare To Live More" recorded more than 621,000 views and over 16,000 likes. No independently verified paid-media performance data is publicly available. These figures reflect strong organic traction for a brand film targeting the premium supercar and luxury car audience.
Most luxury hybrid SUV campaigns, including those for the Porsche Cayenne Turbo S E-Hybrid and the Bentley Bentayga Hybrid, foreground efficiency and responsibility. Lamborghini's campaign repositions electrification as emotional amplification — more sensation, not less. This distinction directly addresses the United Kingdom luxury car buyer's resistance to any perceived dilution of supercar performance credentials.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
