• Mar 28, 2011
Porsche's latest commercial – Click above to watch after the jump

Company: Porsche Cars North America

Brand: Porsche

Medium: TV

Ad Agency: Cramer/Krasselt, Chiacgo.

Product: 911, Cayman

Campaign: Engineered For Magic. Everyday.

What We Like: The soundtrack, and the depiction of people using their Porsche sports cars for everyday driving and living is a nice change of pace for the brand and the ad work. We especially like the scene of the 911 trudging through snow, which it does with great aplomb thanks to a superior all-wheel-drive system. Porsches are seen as indulgences for men mostly that are often kept in garages under tarps when the snow falls. I'm not sure I would ever load mulch into a Cayman, but we do like the idea of the kids getting picked up from school. The yellow paint job for that 911 was a lovely touch by the ad creatives.

What We Don't Like: Not too much, though there is a bit of the strategy showing. The economy is still about as zippy as a Smart Fortwo and there's much talk about the lines and definition of luxury changing to more value and sensibility, all of which makes this campaign seem a little defensive to us.

Strategy: Porsches is not as impractical as you think. They can be great in the snow. You can get enough mulch in one to fill one of those upside-down tomato growers that hangs on your condo patio. A 911 can carry two small kids in the backseat, provided they are not part of the national obesity problem. We think Porsches, especially the 911, are fabulous sets of wheels that anyone would be proud to own for maximum driving excitement and brand appeal. But practical? Not on your Nellie.

Grade: B+

Watch the commercial after the jump and give it your own grade below.





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    • 1 Second Ago
  • 58 Comments
      • 3 Years Ago
      if you listen to this guy it must be 2008 because he's talking about the 2009 model coming out???
      • 3 Years Ago
      I viewed this ad for the first time last night, and I was immediately impressed. I thought "well, that's a fresh advertising approach for this type of aspirational product...!"
      I think the ad is designed to convey the idea that Porsche makes these iconic fun machines which can be connected to our daily lives... in more ways than we might have imagined.
      • 3 Years Ago
      My Beautiful Glacier white Boxster is a daily :-) Takes me to school, work, and shopping! I can even fit my wheelchair in the frunk if I'm riding with a passenger and can't put it on the seat. Not many 2 seat sports cars could dream of such a feat!
      • 3 Years Ago
      In what bizzaro world does Porsche think yuppy moms are going to drive their kids around in a 911, and not a Cayenne?
      The only realistic segment of the ad was the businessman getting into his GTS. Everything else is pure fantasy.
        • 3 Years Ago
        Well there was this wild and magical time before the SUV infestation where people actually accomplished all their daily needs in regular old sedans and coupes.

        I know, I know... sounds crazy to me too.. I mean luckily advertisers have convinced us all that if there is more than 1 person in the vehicle, then its just gotta be some ginormous gas guzzling SUV. Doubly so, if that other person is actually some small child - apparently there is some kind of inverse-size relationship with kids... the smaller the person, the larger the vehicle to transport them. And obviously any packages bigger than a pack of cigarettes will never fit in some regular old car.

        Thank god that the marketers of the world have shown us the light and made us realized how ridiculous we all were with vehicles that actually fit into parking spots and between the lanes out on the road.




        /s
      • 3 Years Ago
      Its definitely a new tactic for Porsche. But I'd have to say, they're not wrong. I just bought a Cayman S a couple months ago and I use it as a daily driver. I just love the car. Depending on what mood your in, you can make that 30 minute drive to work as if you're in a sports car or as if you're driving an everyday comfortable sedan. Trunk space is pretty big too. I don't see why you can't call it practical other than being a bit low and guzzling gas (well I punch the throttle quite often, so that could be my problem)
      • 3 Years Ago
      C

      The ad's execution is good, but what's the point of the message? There are thousands of Mercedes SL owners and BMW M owners who are just dying to own a Porsche if they only knew it was practical? Let's just suppose the premise is good b/c I don't have the marketing data.

      The point of the ad is to change people's perceptions, yes? If Porsche tell customers that their product is not a sports car, but a school bus instead, they are redefining the product not perceptions. The hyperbolic portrayal of their products is immediately dismissed as humorous, idealistic/romantic, or absurd which is why the general public rate the ad highly. It's funny. Cute. Entertaining. Borderline flippant b/c it demonstrates a glorious detachment from everyday life and conventional consumption trends. Is that an effective ad (assuming they are trying to change perceptions)? Spend six-digits to be part of a cultural gag? It's practical *wink* *wink* Porsche built rapport with middle-America. Was that the point?

      If Porsche wish to inform the public that Porsches are practical, foil it against an impractical world. Show some guy loading a gallon of paint in the bed of his Ford F-350. Depict a 4-ton Yank-tank as it is loaded onto a tow truck on a snowy side street. The owner relays the virtues of 4-wheel drive to her Carrera 4 driving friend as they drive away from the wreckage. Show some guy commuting in his S-class AMG b/c it looks good, but point out it makes 12mpg to a 911s 22mpg or 27 hwy mpg (or plug Porsche's new hybrid technology). Show the owners of exotic cars dinging and scraping their doors on other vehicles, cubs, light poles, tight parking garage walls, etc. Show a Porsche owner in the same environment with no trouble. If you really want to push the boundaries foil Porsche owners against owners of other luxury marques like Audi does in the US.

      The other option is to associate Porsche with practical things. Audi associated the A4 with progress by showing the evolution of interior design and then suggesting that the A4 was the evolution of automobile design. I'm not sure the same strategy works for practicality, and it might dilute the brand, but it would be a clear message at least.

      Porsche meant to say: "Our cars are more practical than you might think". Porsche said, "Our ads are practically absurd".
      • 3 Years Ago
      Nice. Honestly, that's always been part of the appeal of Porsches to me. Sporty and full of character, but totally able to be driven a daily basis, and be reliable in doing so.

      If I had C4 or Turbo, I'd totally drive it in the snow. AWD sportscars + snow = big fun.
      • 3 Years Ago
      reminded me of the 1st time i saw Infiniti's Essence concept with the matching luggage; i turned to someone and asked where do you put the groceries; her response was, 'When you own a car like that YOU don't buy the groceries!'

      Porsche doesn't exactly fit into that category, but comes close in some way...
      • 3 Years Ago
      Don't know what effect this ad (series) has on Porsche's sales. I wonder if even Porsche knows. It may be more of an ego/pride thing for them and/or their ad agency.

      Until I see the numbers, I will hold off on saying there is not much of a return on the invested ad dollars.

      Brand Advertising is just that - Advertising the Brand.
      • 3 Years Ago
      Love it. Porsche builds superb everyday cars. So many have covered moonshot mileages and still deliver.
      • 3 Years Ago
      I liked the ad, but i'm going to be the devils advocate and say that you can do all those things with a WRX STi for a lot less money and with even more practicality. But then again, a WRX doesn't have the "ZOMG" factor of even the lowest Porsche.
      • 3 Years Ago
      As a daily Boxster driver, I have to say they do make great everyday cars. They actually hate to sit around not being driven. It is actually amazing how much you can get in a Boxster with both the front and the rear compartments for storage. I would not think twice to put a couple bags of mulch in the frunk of my car! Why not?

      When I have kids I certainly have no intention of giving up the toys. Luckily my wife hates minivans!
        • 3 Years Ago
        Haha frunk. +1 mate
        • 3 Years Ago
        In England, would it be called the froot?
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