Video: Lamborghini Uses Mountain Biker in Latest Commercial

Jul 28, 2022 at 15:30
by Alicia Leggett  

Lamborghini's latest commercial features a prototype supercar - rumored to be the unreleased Sterrato - doing some light (but very fast) off-road driving head-to-head with a mountain biker on an Orbea Rallon. This seems to be yet another instance of mountain biking breaking through to the mainstream world and gaining visibility in non-bike markets.

And we get it - mountain biking is pretty sweet, and we appreciate the nod at our sport. We've already asked our sales team to hit Lamborghini up for some loaners. Levy informs us he *needs* a Sterrato for our next Field Test.

Also, this is a pretty cool spot for Orbea. Anyone recognize the rider(s)?

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Member since Jun 19, 2015
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153 Comments
  • 182 1
 I was in the market for a Lamborghini for a while, particularly an Aventador Spyder SV, but of course cross shopped some other Lamborghini models along with the Ferrari 488 Spyder and Mclaren 720s Spider. Ultimately I just felt this current generation of cars had a little too much tech for the raw driving experience I was looking for. Ended up going with the 1995 Mitsubishi Eclipse convertible, salvage title.
  • 3 0
 Well done sir
  • 16 0
 I also had one of those back in ‘97. On Gran Turismo, I was 9 at the time
  • 1 0
 Countach!!!
  • 2 0
 hopefully it was the GSX model. I had an Eagle Talon TSi back in the day. Such a fun car!
  • 1 0
 Happy ending.. thank you!
  • 157 2
 There’s ebike rich, then there’s I take my Lamborghini off roading rich…
  • 17 0
 Think Matt Jones should try it, with his bike on the roof too!
  • 20 0
 @bikingnrugby: He sold the Lambo, but I'm keen for more Ariel Nomad with bikes on the roof videos.
  • 17 0
 @leon-forfar: roof is a very generous term!
  • 1 2
 The Lambo is gonna be the less rich one soon
  • 6 0
 All I can think of is taxtherich100 on YouTube
  • 2 0
 Well it’s literally called the Lamborghini ‘Dirt-track’ or ‘loose dirt’ sooooooo
  • 11 0
 @rudymedea: The Lamborghini Gravel.
  • 2 1
 Comment gold
  • 6 0
 @goaskalice: gravel is so hot right now
  • 2 0
 Jon Olsson is that you?
  • 1 0
 This is a special edition Lamborghini coming up that will be a "Safari" variant. Much like a Safari 911. So ridiculous, and yet I want one so badly.
  • 1 0
 @fullendurbro: is this different than @mikekazimer ‘s Safari? I’m confused
  • 82 0
 Might have to trade in the Tacoma then.
  • 5 15
flag ridestuff (Jul 28, 2022 at 16:35) (Below Threshold)
 underrated comment!
  • 29 0
 It would probably make a nice down payment on the Orbea!
  • 87 3
 You might be able to get two Lambos if you sold your Taco in the Sea to Sky area?
  • 4 1
 @mikelevy: Yea or 1337 x Dodge Dakotas* with Rusted Fenders haha

*insert any other American Truck out of same Production Year as an Tacoma.
  • 61 0
 I’ve never seen their ads so I might not be their target demo.
  • 1 0
 For some reason, lately I've been seeing ads for supercars and high end luxury watches. I have no idea why because I'm not the target demographic by a very long way, and never will be.
  • 24 1
 @Darwin66: Not with that attitude!
  • 2 0
 I actually never realised Lambo or Ferrari even had to advertise - both seemed just to have never ending waiting lists regardless
  • 61 2
 Tonight, on Top Gear
  • 22 0
 …armed with nothing but a mountain bike and his mighty thighmaster-toned legs, the stig races a lambo on our new rally track.
  • 16 0
 Gee's got you covered, reece Smile

www.youtube.com/watch?v=7Fwnv8VyiPg
  • 2 0
 @robomatic: Thanks for that... "how much damage did you cause to it while losing..." followed by "but the way I look at is this...". Of course Gee takes it! against the dreaded "Reno Clio", the French beast.
& thanks, @reecewallace for bring this up!
  • 19 0
 @reecewallace good luck at the world cup this weekend
  • 18 1
 ...I do a jib
“That’s not a jib.”
“It was! I jibb’d!”
...Richard yells at a tyre insert
“I hate you!”
...And James wears a fanny pack
“It’s quite comfortable.”
  • 3 11
flag JordanMBT123 (Jul 28, 2022 at 20:34) (Below Threshold)
 @swenzowski: dude, wrong reece
  • 16 0
 @JordanMBT123: .... whoosh
  • 11 0
 @JordanMBT123: You must be new here.
  • 14 0
 @gnarnaimo: That's what keeps this alive, there's always someone who's not up to speed.
  • 3 0
 I hope your head feels better, in the mean time keep enjoying the golf.
  • 1 1
 @commental: but I like my 10sp Deore
  • 55 4
 Lambo"s SUV with a North Shore rack shuttling a bunch Supreme Dh bikes to the top of the Pyrenees mountains would have been better.
  • 11 0
 i was really hoping we were gonna get a head-on game of chicken with the MTB hopping up and launching off the lambo
  • 3 0
 Instead what we have here is fast pace gravel riding with full face helmet
  • 28 0
 Does anyone else have a flash back to Gee Atherton vs James May?
  • 19 0
 More Rob Warner vs a WRC Escort but I might be showing my age there…
  • 1 0
 @tomhoward379: you bet!
Loved that program as a kid - (another old bugger here!)
  • 2 0
 @tomhoward379:

www.youtube.com/watch?v=NUL8VNLGV9s
  • 1 0
 @tomhoward379:

Oh no - I know both references (showing my age)
  • 1 0
 @tomhoward379: yes!
  • 26 0
 When I told my friends about my Lamborghini, they laughed and said it was imaginary. Jokes on them, 'cause they're imaginary, too.
  • 26 0
 www.instagram.com/tv/CgfHSj-N1lY/?igshid=YmMyMTA2M2Y
Gaia Tormena, they chose an italian rider for this
  • 10 0
 Great catch @Mocope, particularly as that through this we learn there is an entire secret UCI world cup and world championship featuring proper rainbow jerseys, which Gaia Tormena has won twice, and which I'll bet 90% of the Pinkbike peanut gallery, including me, has never heard of: www.citymountainbike.com What the hell? How long has this been going on for? The world of bicycles is full of wonders indeed. I suppose it is to be expected that we see Lamborghinis in these long form high concept ads as there is a tradition. Super exotic car dealer Simon Kidson recently posted this gem: www.instagram.com/tv/CgROGpWotAA/?utm_source=ig_web_copy_link involving a Mirua and off the rack menswear.
  • 2 2
 @The-Foiling-Optimist: Wow, I had never heard of this. Very cool also that the World Cup series for this event actually appears to be a World cup, with in addition to European events, tour stops in Indonesia, India and the UAE! Great to see that.
  • 12 1
 @mi-bike: tour stops in UAE are never cool, sportswashing is a thing and mtb should not be supporting it
  • 6 0
 @waldo-jpg: But how would I get the mud out of my baggies without sports washing?
  • 3 0
 @jadias: Dirty laundering is only just a part of the problem.
  • 1 4
 @waldo-jpg: sportswashing is indeed a thing but sporting boycotts and event re-location are unfair on sporting fans and actually quite ineffective in changing government policy. I have been in the UAE several times and have met many wonderful people that I hope have the opportunity to watch events like these. I thus stand with the local fans.
  • 10 0
 @waldo-jpg: Any country that can justify charging a woman with extra marital sex after she's been gang raped is probably best avoided.
  • 1 0
 @The-Foiling-Optimist:
Loic Bruni did one in 2020
m.pinkbike.com/news/video-loic-bruni-has-another-world-cup-podium-in-xc-eliminator.html
  • 1 0
 @mi-bike: hopefully they get more fans watching than they do at the road cycling events. Double figures would do it.
  • 18 0
 At least the bike could have launched over the Lambo. Com on now!
  • 5 0
 I was actually waiting for just that to happen! The with the head on view of the lambs, was expecting the MTB to ride up over the hood and use it as a ramp! That would have been sweet.
  • 6 0
 Agreed. There was no integration at all. Lame. Lamebo.
  • 14 0
 ...was on the fence between a Lambo and a Subaru--going with the Lambo now for sure!
  • 12 0
 If it doesn’t have a 2 inch receiver for my North Shore rack, that’s a deal breaker.
  • 8 2
 Rather than a Venn diagram of user groups, all I see is two circles about a mile apart.
  • 10 1
 You would be mistaken. MTB is not a poor man's sport.
  • 3 1
 @DavidGuerra: Whilst I'm not a poor man, there's no way I could afford a Lambo. Different level of wealthy to pretty much everyone I know who rides.
  • 1 0
 @commental: Because it's not (exclusively) a rich man's (at the supercar aquisition level) sport either. I'm just saying what it isn't. It's not exclusive to a certain income level.
  • 3 0
 Two circles around 1200mm apart..
  • 2 0
 Or 2700mm for a lambo
  • 2 0
 I can ride bikes now, or I could save up for a lambo in about 10 years. These options are mutually exclusive.
  • 7 1
 Super pointless. I love lambos and love mountain bikes but this was a watered-down cocktail-of-confusion for both.
  • 7 0
 Finally an ad that appeals to multiple dentist interests!
  • 7 0
 Lambo? Shoulda got a Fezzari.
  • 7 2
 When is a Lamborghini mainstream?
  • 5 1
 Probably not a stretch to say that 90% of the developed world is familiar with the brand along with ferrari.
  • 1 0
 @jrocksdh: I've heard before that Ferrari's brand value is the highest on the planet, followed by Apple.
  • 1 0
 @jrocksdh:

wouldn't disagree with you...just a reference that 89.9999999999999999 percent of the developed world will probably never drive one.

That said, I'm pretty sure I would absolutely drive an off road version (or any for that matter) and would absolutely blow the first corner and explode
  • 1 0
 @enis: I think the point is that it's a commercial reaching mainstream eyeballs...like on tv or ad placement on facebook etc.
  • 4 1
 Cooler than I expected but what’s up with the riding or lack thereof lol? That weak manual, lmao

And no road gap over the lambo? I mean come on!
  • 3 0
 What about that fully sick skid? It's like I was eleven again.
  • 5 0
 Better than that Toyota Ad last year
  • 1 1
 Every other prescription, retirement planning and banking ad now have people on bikes and a number of them on MTBs. The world is finally waking up. Kinda like Stranger Things fans thinking they discovered Metallica before every other metalhead LOL
  • 5 0
 Huh ok
  • 3 0
 in other words: "OK, and?"
  • 5 1
 My DH runs are wwaaayyyyy more fun than a Lamborghini on a gravel road!!
  • 4 0
 Brandon Semenuk driving the Lambo would have been appropriate
  • 3 1
 I like everything here. The concept of the car, the marketing strategy, the execution of the clip. I think the car will be successful and even open a new category.
  • 19 0
 Gravel cars?
  • 4 0
 Pointless limited edition supercars that are never driven and destined to spend all their time locked away in some rich guy's warehouse? That's already a category
  • 3 0
 @LuisCR: down-country mid-engine
  • 1 0
 @bishopsmike: Porsche is releasing a similar concept 911 Safari soon as well. Another version where they will all be locked away and then show up in Monterey 30 years from now with 9 miles on the odo.
  • 4 1
 I wonder if car enthusiasts are as underwhelmed with the driving in the video as mountain bikers are with the riding?
  • 1 0
 What a crock of cr@p!!!

1) How skillful, riding through a stubble field.....boring!
2) Why on earth didn't they have someone jump over the Lambo, for me it was the obvious, no only way to finish that video...
  • 4 0
 Weird flex, but okay
  • 8 9
 the most downhill here is the quality of the content, jezus...
why's this even here?

I invite everyone to look the main page 4-5 years ago and see the stories published back then (if on the phone, load the desktop version and scroll to the bottom to see past years)
  • 1 1
 I'd love to know what former employees like RC and Vernon Felton think of where this site's gone.
  • 3 0
 The road is flatter than Vancouver streets...
  • 2 0
 Nah, just the GoPro effect bruh.
  • 3 0
 I wonder what Lamborghini paid for this PB ad??
  • 2 0
 a year worth of Outside+
  • 2 0
 wouldnt it be a better corollary to have like a gravel bike popping wheels and drifting and stuff?
  • 2 0
 If you choose an MTB to help sell your automobile, I take that as a tacit acknowledgement that bikes are cooler than cars.
  • 2 0
 I remember Nissan used the Schwinn Straight 8 in one of their 1st commercials
  • 1 0
 This is actually lamborghini's upcoming rally hurcan that's been seen in spy shots a couple times, it is made for off roading
  • 2 0
 There are two reasons why I don't let my girlfriend drive my Lambo!

1) I don't have a girlfriend
2) I don't have a Lambo
  • 2 0
 Came here for the comments :p
  • 1 0
 It’s like an Audi R8 but different kinda. Hopefully more successful than the SB 100-115
  • 1 0
 Is this a real Lamborghini Commercial? Sometimes the colors are super ugly...
  • 1 0
 Before someone ask, 0:37 wtf is this? we're talking about a company that sells cars for 100.000€+
  • 2 0
 Laura Charles, orbea ews team?
  • 7 0
 www.instagram.com/tv/CgfHSj-N1lY/?igshid=YmMyMTA2M2Y
Gaia Tormena, they chose an italian rider for this
credit goes to @Mocope
  • 1 1
 @elgwpo: Hoping it was @Robin_Riding_Hood but nope.
  • 2 0
 They know mnt bikers spend a lot of money.
  • 2 0
 Finally something to replace the sti I was getting worried
  • 2 1
 That was a bit strange. Look a bit like she was being chased down and abducted.
  • 2 0
 It looked opposite to me. She looked like she stalked and chased down the Lamborghini. Lol. Watch the very beginning again.
  • 3 1
 You know times are hard when the exclusive brands are advertising
  • 1 1
 I was going faster in '97 on the dirt roads of the Pokljuka plateau in Slovenia with my Ford Escort RS Turbo with road set-up Cool
  • 2 0
 At least they took Orbea Rallon for the ad. And not their own shitty bike.
  • 1 0
 Stick a bike rack on it, ultimate high-speed shuttle-runs. Lambo missed a trick there.
  • 1 0
 I've seen Porsches with mtbs on their racks. Has anyone seen a Lambo or Ferrari with a bike?
  • 2 1
 The rider is Gaia Tormena XCE World Champion
  • 1 0
 That was awesome! Bike rack on a Lambo?
  • 1 0
 Lamborghini to enter WRC team? Ha Ha!
  • 2 1
 Saw the mountain bike. Was there a Lamborghini somewhere I missed?
  • 2 0
 This is just odd
  • 1 0
 She had to be on an Orbea as the thing was filmed in Spain.
  • 1 0
 Source? Because it looks alot like Tuscany to me.
  • 1 0
 Again.
Anyone remember MTB in the 90's lol?!
  • 1 0
 Lamborghini so slow can't beat a mountain biker
  • 2 0
 Where are the bumps?
  • 1 0
 It's 2022, mountain biking IS mainstream
  • 1 0
 Using Lamobos to sell mountain bikes. Cool! Wink
  • 1 1
 I am about as interested in this as when you post an article on road cycling Razz
  • 1 0
 Ugly and sounds terrible imo
  • 1 0
 Orbea? They should’ve taken Antidote or Unno
  • 2 0
 Lamborghini Gravelcan.
  • 1 0
 This is actually just the latest "TaxTheRich" video.
  • 2 0
 Those are so good.
  • 2 0
 looks like a civic
  • 1 0
 They could have just used a gravel bike.
  • 1 0
 Wen lambo? (IYKYK)
  • 1 0
 Ferrari mo betta.
  • 1 0
 When Lambo?
  • 1 1
 Mountain bikers are Lamborghini's target market? Interesting.
  • 2 3
 lol! They could’ve hired me to do that commercial.
  • 3 4
 When she's a 6 but has MTB in her advertising.....
  • 1 1
 Hay!
  • 1 2
 In my native country, (UK) they’d call that a Wankertup
  • 1 2
 Was that Meghan Fox?







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