The last time Porsche made an appearance in the Super Bowl was 1997. At the time, the German automaker touted the fact that its Boxster sports car was handmade, instead of pieced together by robots. Created by Goodby Silverstein & Partners, it felt like a classic car ad until the delightful punchline.
Twenty-three years later, a great deal has changed in the automotive world, and most carmakers are making a push to become well-known in the hotly contested electric vehicle category. While deliveries of electric vehicles have increased, Tesla remains in the catbird seat, leading in sales and consumer mindshare. Yet other players in the luxury EV category are nipping at Elon Musk’s heels, especially in Europe.
Putting its chips on the table at this year’s Super Bowl, Porsche will debut a new ad from agency Cramer-Krasselt. Focused mainly on its electric sports car Taycan, the 2.5-minute spot is a combination of product, brand history and plain old adrenaline-infused fun.
“The Heist,” which will be cut down to a shorter length for the game, starts at Porsche’s museum in Germany, where a cloaked villain slowly sneaks the Taycan out of the building. Since it’s an electric car, no one is the wiser until the laser alarm is tripped. From there, security scampers to other iconic Porsche models (sometimes arguing about who gets what because Porsches are fun to drive). Featured are classics like the 917K race car, the 918 Spyder hybrid supercar and the Porsche 911.
In one funny “huh” moment, a security guard is given the keys to a Porsche Super tractor, which was manufactured by the brand between 1956 and 1963. From there, it is a familiar theme, with several Porsches chasing the thief through the streets of Stuttgart (the brand’s hometown), Heidelberg and into the scenic, famed Black Forest. In the end, we learn that this is a lighthearted chase and appears to be a fun game that the security guards engage in from time to time.
There are several other fun moments, but at its heart the ad is pure adrenaline and fits nicely into Porsche’s geschichte, while looking to the future of its vehicles and a changing consumer audience.
“The spotlight and buzz around ads at this event make it a perfect venue for reaching new fans in a fun way that connects with the game’s themes of performance and competition,” said Klaus Zellmer, president and CEO of Porsche Cars North America. “A Porsche is always a driver’s car, and the playful chase in ‘The Heist’ draws a clear line through decades of models to the Taycan. They all share the same soul.”
Porsche: “The Heist”
Porsche Cars North America
Klaus Zellmer – President and CEO of Porsche Cars North America
Scott Baker – Director, Marketing Communications, Porsche Cars North America
Lindsay Bacon – Manager, Content Strategy, Porsche Cars North America
Creative Agency: Cramer-Krasselt
Marshall Ross – Vice Chairman/Chief Creative Officer
Rick Hamann Senior Vice President, Executive Creative Director
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, Account Supervisor/Producer
Hungry Man Productions
Director – Wayne McClammy
Producer – Rick Jarjoura
Managing partner / executive producer – Mino Jarjoura
Service Company/Local Production
Zauberberg Productions Berlin
Editor: Adam Marshall
Assistant Editor: Steven Kroodsma
Executive Producer: Gretchen Praeger
Producer: Lauryn Grimando
Producer: Laurie Adrianopoli
On-Set VFX Sup: Aleksander Sasha Djordjevic
Colorist: Julien Biard
Color Assist: Hatice Decker
Flame Supervisor: Michael Sarabia
CG Supervisor: Tim Little
Nuke Artist: Adam Thompson
Nuke Artist: Daniel Thompson
Nuke Artist: Jen Howard
Nuke Artist: Matt Doll
Flame Artist: Heidi Anderson
Flame Artist: Jaimie Beckwith
Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register.