It was a feel for the Porsche "experience" that made Carmichael Lynch stand apart from its competitors in Porsche Cars North America's recent agency review.
But how does one define that experience? For at least one staffer at the Minneapolis shop, the answer is partly medicinal.
Carmichael Lynch opened its winning pitch presentation with a videotape of art director Hans Hansen, who grew up in Germany. Hansen (shown here)--sitting at a desk with two toy Porsche cars in front of him--tells of his life as an asthmatic child.
Sometimes, when he had coughing attacks, Hansen's mother would take him for rides on the autobahn in her Porsche 911. Amazingly, the ride in the car cleared his lungs, and he would
ask his mother to drive faster on the road which has no speed limit.
"I don't have asthma anymore," he deadpans to close the video. "It's amazing."
Carmichael Lynch beat out five other contenders for the $15 million account last month.