What Porsche’s Super Bowl Ad Actually Means for Porsche

Tonight’s Super Bowl ad for Porsche—60 seconds of twisty roads, growling engines and epic driving created by agency Cramer-Krasselt—was pretty much the sort of sleek production you’d expect from a pricey German nameplate equipped to buy into America’s priciest air time. But while “The Heist,” which featured security guards in hot pursuit of a thief who’d stolen a new Taycan Turbo S from the Porsche Museum in Stuttgart, was good fun, it was also a monumental step for Porsche that, like many of its competitors, finds itself in a fast-changing market.