Dodging sudden fissures in the road that rapidly turn into apocalyptic decay, slaloming modern art pieces rising spontaneously out of the salt flats, staring down and ultimately conquering a storm to shame Frank Herbert's worst creations, the Lamborghini Aventador LP700-4 is pitched as a "relentless force" in its first official commercial.

Our question: why does the Aventador need a commercial at all? The whole first year's production (and possibly more) is already sold; there's not a soul alive that has interest in such cars that hasn't followed its development and introduction with feverish dedication. In short, the car sells itself.

But whatever the reason, we like the video.