Maserati Korea steps up drama product placement

Three models supplied to JTBC series 'Reborn Rookie'

Brand also provided vehicles for recently concluded SBS drama 'Brave New World'

A Maserati appears in the first episode of JTBC's weekend drama "Reborn Rookie." [JTBC screen capture]
A Maserati appears in the first episode of JTBC's weekend drama "Reborn Rookie." [JTBC screen capture]

Italian luxury carmaker Maserati is drawing attention for supplying vehicles to a string of popular Korean drama series.

Maserati Korea announced Wednesday that it is providing three models from its luxury lineup to "Reborn Rookie," a JTBC weekend drama about a successful businessman's second chance at life.

"Reborn Rookie" is an office fantasy drama following a powerful conglomerate chairman — known as a business prodigy — who wakes up in the body of a man in his 20s after an accident. The show has drawn strong viewership with its themes of success, challenge and a second act in life, hitting a peak rating of 11 percent after just eight episodes. Among all programs aired on Sundays, it ranked first in the 20-to-49 demographic, with ratings of 3.1 percent in the Greater Seoul area and 3.6 percent nationwide.

Maserati Korea is supplying three models for the production: the GranTurismo Trofeo, a traditional Italian grand tourer; the Grecale Folgore, a fully electric luxury SUV; and the MC20 Cielo, a super sports car.

Each model brings a distinct character to the screen, with the three together intended to sharpen the personalities and lifestyles of the drama's characters while visually embodying the brand's Italian luxury sensibility.

The MC20 Cielo appears as the vehicle of successful businessman Kang Yong-ho (played by Son Hyun-joo), symbolizing his commanding presence and charisma.

The GranTurismo Trofeo serves as another mode of transport for Hwang Jun-hyeon, adding a refined atmosphere to the character's unpredictable storyline with its blend of high performance and long-distance comfort. The Grecale Folgore accompanies Kang Bang-geul (played by Lee Ju-myeong), the mysterious youngest daughter of Kang Yong-ho, naturally highlighting her independent and self-driven appeal.

Gaurav Thapa, head of Maserati Korea, said the brand expresses individual personality and lifestyle through its design and performance. "We believe the brand's sensibility and values come through most clearly when they blend naturally with the characters and narratives of a drama," he said. "We hope that through 'Reborn Rookie,' the distinct appeal of the GranTurismo, Grecale and MC20 Cielo can be introduced naturally to a wider range of customers."

Maserati Korea also supplied three models — the MC20 Pura Cielo super sports car, the GranTurismo grand tourer and the Grecale luxury SUV — to the recently concluded SBS Friday-Saturday drama "Brave New World."

Meanwhile, through its "My First Maserati" campaign, Maserati Korea has priced the Grecale at 118.6 million won ($76,300), a package that includes a five-year warranty, three years of maintenance, and customer-favorite Climate and Tech Assist packages.

To make Italian luxury more accessible to domestic customers, Maserati Korea has also cut the official price of the GranTurismo by up to 21 million won.


likehyo85@heraldcorp.com