In a move akin to Beyoncé's secret album, Chrysler dropped a surprise commercial in Super Bowl air time that blew away the competition.
The carmaker, which recently became part of Fiat in a merger deal, advertised its Maserati Ghibli in the hit commercial called "Strike," Jalopnik reported.
The luxury vehicle, which starts at $66,900, establishes Chrysler as a more niche carmaker, according to Jalopnik.
Showcasing Academy Award nominee Quvenzhané Wallis, the 10-year-old actress known for "Beasts of the Southern Wild" and "12 Years a Slave," the commercial is epic in scope and unique for the way it pulls the audience into a story.
"Maserati's first Super Bowl ad deserves to be remembered because it was a beautiful, breathtaking surprise not watered down by drawn-out teasers or unnatural celebrity cameos," Jalopnik described. "And at the end of 90 seconds, it left you asking, 'What was that?'"
The company website crashed the night of the Super Bowl, the outlet reported.
In the interim, Jalopnik provided a roundup of people's questions after the commercial blew everyone away.
An entry-level Italian sedan, the Maserati Ghibli has two turbocharged V6 engine options, one of which is diesel and a first for the company, according to Jalopnik.
The model recently became available for sale and is expected to compete with such cars as the BMW 5-Series and the Jaguar XF.
Fiat's purchase of Chrysler was completed last week, and the merged carmakers will collectively be known as Fiat Chrysler Automobiles.
"A new chapter of our story begins with the creation of Fiat Chrysler Automobiles," Fiat Chairman John Elkann said in a company press release.
An acronym of FCA was decided on by the company since it is "easy to understand, pronounce, and remember," said the press release.
The automaker's new headquarters will be in the Netherlands, and FCA plans to outline a long-term business plan in May.
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