Porsche Spots May Reach Europe

SAN FRANCISCO-Goodby, Silverstein & Partners’ next round of ads for Porsche may have a more international reach, as the client is expected to run the work in Europe for the first time.
The San Francisco-based agency is preparing TV ads and direct response work to run in the U.S. next spring, said Joel Ewanick, general marketing manager of Porsche of North America.
In addition, Porsche managers in the U.K. and Brussels are likely to pick up the American work, “although the final decision has not been made,” Ewanick said.
Past Goodby, Silverstein ads for Porsche have run in Australia, Canada and Hong Kong, Ewanick said.
The new work, backed by a $10-15 million budget, will still use the tagline “Porsche. There is no substitute.” Ads are expected to focus more on the car company’s heritage and less on humorous situations than in the past, said sources. The TV spots will feature Porsche’s redesigned 911 model.
Porsche has enjoyed brisk sales in 1997, with the Boxster model accounting for almost half of the company’s volume sold during the first four months of the year.