Porsche Super Bowl Commercial 2020 | The Heist | new Taycan 100% electric: Super Bowl is an NFL championship, the main American football league in the United States, with that much investment in advertising campaigns to promote products in the millionaire commercial breaks during the broadcast of the final game of the American football season taking place this year on February 2nd.
The last time Porsche appeared in the Super Bowl was in 1997. At the time, the German automaker praised the fact that its Boxster sports car was hand-made rather than assembled by robots. Created by Goodby Silverstein & Partners, it looked like a classic car ad until the delicious catchphrase.
Twenty-three years later, a lot has changed in the automotive world, and most automakers are making an effort to make themselves known in the hotly contested electric vehicle category. While electric vehicle deliveries have increased, Tesla remains in the catbird's seat, leading in sales and consumer participation. However, other players in the luxury EV category are pinching Elon Musk's heels, especially in Europe.
Putting their chips on the table at this year's Super Bowl, Porsche will launch a new ad from the agency Cramer-Krasselt. Focused mainly on its Taycan electric sports car, the 2.5-minute venue is a combination of product, brand history and simple, adrenaline-fueled fun.
"The Heist", which will be reduced to a shorter duration of the game, begins at the Porsche museum in Germany, where a hooded villain slowly takes the Taycan out of the building. Since it is an electric car, no one is wiser until the laser alarm goes off. From there, the safety fugitives for other iconic Porsche models (sometimes arguing over who gets what, because it's fun to drive Porsche). Highlights include classics such as the 917K race car, the 918 Spyder hybrid supercar and the Porsche 911.
In a funny moment, a security guard receives the keys to a Porsche Super tractor, manufactured by the brand between 1956 and 1963. From there, it is a familiar theme, with several Porsches chasing the thief through the streets. from Stuttgart (the brand's hometown), Heidelberg and the scenic and famous Black Forest. In the end, we learned that this is a light chase and appears to be a fun game that security guards get involved with from time to time.
There are several other fun moments, but, basically, the ad is pure adrenaline and fits perfectly with Porsche's geschichte, while looking at the future of its vehicles and an ever-changing consumer audience.
"The spotlight and buzz of announcements at this event make it a perfect place to reach new fans in a fun way that connects with the game's performance and competition themes," said Klaus Zellmer, president and CEO of Porsche Cars North America. “A Porsche is always a driver's car, and the joke in 'The Heist' draws a clear line across decades of models down to the Taycan. They all share the same soul.
CREDITS:
Porsche: “The Heist”
Porsche Cars North America
Klaus Zellmer - President and CEO of Porsche Cars North America
Scott Baker - Director of Marketing Communication, Porsche Cars North America
Lindsay Bacon - Content Strategy Manager, Porsche Cars North America
Creative agency: Cramer-Krasselt
Marshall Ross - vice president / creative director
Rick Hamann senior vice president, chief creative officer
Conn Newton - creative director
Rick Standley - creative director
Jeremy Adams - Senior Copywriter
Steve Gonzalez - senior art director
Scott McBurnie - Vice President, Executive Producer
Chris Hanley - Senior Vice President, Group Account Director
Ashley Stevens - vice president, supervisor / account producer
Hungry Man Productions Director - Wayne McClammy
Producer - Rick Jarjoura
Managing partner / executive producer - Mino Jarjoura
Service company / Local production
Zauberberg Productions Berlin
Editorial
Whitehouse Productions
VFX
Carbon VFX
Audio
Another country
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