Porsche: Smart move

Advertising Agency: geschke, pufe Berlin, Germany
Copywriter: Felix Nathanson
Creative Directors: Jan Geschke, Stefan Pufe

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34 comments

Guest commenter's picture
Guest commenter

Ok, we agree.
But the benefit of the product?

AdvMan's picture
AdvMan
299 pencils

Nice philosophy.
Benefit is the Porsche Brand !!!

İyi Reklam, Kötü Reklam
www

aqeelparagon's picture
aqeelparagon
143 pencils

very nice.

we dont need to know about benefits, porsche is porsche.

www.aqahmed.blogspot.com

brainzed's picture
brainzed
652 pencils

Ok, so why not just put a picture of the car and that's it?
Why bother writing that kinda line?

Toro's picture
Toro
1007 pencils

I think the line is perfect. God created heaven and earth and Porsche makes it move.

It is still a very aspirational brand. Aspirational enough to talk about god and all that.
A line like this for brand like Peugeot (for example) would be silly.

brainzed's picture
brainzed
652 pencils

"Porsche makes it move??" Where do you read that?

Toro's picture
Toro
1007 pencils

That's what the headline tells me.

brainzed's picture
brainzed
652 pencils

"Smart move" doesn't mean that Porsche makes the earth move.
Now I know why you love that line. You didn't get it…

Copy_Can's picture
Copy_Can

I think they're trying to talk to the fact that it's a convertible: Experience heaven (open top, blue sky, breeze) on earth.

The line 'smart move' confuses me, though.

Overall, the line is 'meh'.

Toro's picture
Toro
1007 pencils

you're so funny

commercial artist's picture
commercial artist
62 pencils

"Smart move" was a compliment to God for the ability to enjoy the heavens and the earth with Porsche. The viewer understands that the car performs(moves) in the photo.

This is an advertising classic. Straight visual/twisted headline combo. It works very well. I love the simple template that Porsche utilizes. Nice!

Copy_Can's picture
Copy_Can

Pretty much this is it. It's not about making the earth move.

dshott's picture
dshott
475 pencils

Shocking.
Imagine this add for a car your not keen on.
See...
Shocking

SeanMartin's picture
SeanMartin

Wow. A photo of a CAR ON A WINDING ROAD.

--------------------------

Here, let me save everyone the trouble of asking. "Do you even work in advertising?"

corre's picture
corre
196 pencils

:)))
Agree. What happened to the half naked blond blue eyed girl with huge tits?

Guest commenter's picture
Guest commenter

what's the problem?

it's a straight visual with a twisted headline... it works. it might not be the best headline from porsche, but it works. how is this any different from any other headline driven ad with "cool graphics" in the background? your suggestions or insights to automotive advertising is hilarious.,..

SeanMartin's picture
SeanMartin

Glad I give you some laughter for your otherwise miserable day. :)

I'm sure your insights would be just as revelatory, assuming of course you ever made any.

And yeah, I've never worked in print with automotive companies. But looking at this from a consumer's point of view (remember the consumer, bud?), this is no better than half a dozen other cookie-cutter, "oh look it's a car on a winding road" print ad. So, as a consumer, why the fuck should I care?

Let's hear your marketing insight on that one, o anonymous one.

--------------------------

Here, let me save everyone the trouble of asking. "Do you even work in advertising?"

Copy_Can's picture
Copy_Can

Dude, calm down - this person makes a point.

Porsche doesn't need to make an ad talking about its benefits, they just need to reinforce their image of a prestigious, aspirational brand. And in the luxury category, you usually do so by showing a beautiful product shot with a powerful headline. Heck, some high-end products don't even include a headline. And for this target, it works. But I'm going to go on a limb and assume that even though you'd probably love to OWN a Porsche, you're in no financial capacity to own one right now because of your age, income, yada yada yada.

And perhaps that's why you feel an ad for a luxury sports product, say, a Porsche, has to communicate its benefits so that "you can give a fuck".

But you know what, I think your punk attitude and opinion will change once you get some advertising experience under your belt. Then maybe, and this is a big maybe, you will have the luck to finally do some creative for something huge like an automotive account.

Then you'll realize just how difficult it is to sell a vehicle, given the plethora of different targets you can cater to.

You're selling a Porsche, not a friggn' Pontiac.

commercial artist's picture
commercial artist
62 pencils

Words of wisdom...thank you.

commercial artist's picture
commercial artist
62 pencils

Sean Martin, I guess you don't work in advertising.

Guest commenter's picture
Guest commenter

Sean Martin=douche

BlackMikel's picture
BlackMikel
34 pencils

Something is missing, just a bit of colour about Porche. Just a bit of magic in the text was enought,

Flurb's picture
Flurb
247 pencils

I'm sorry, but this headline can't hold a candle to some of the great, award-winning Porsche headlines of the past:

You didn't think it got better than mile 8,453. Then mile 8,454 comes along.

Or...

Calling it transportation is like calling sex reproduction.

corre's picture
corre
196 pencils

"calling it transportation is like calling sex reproduction"?
I dig that line. Which year? I want to see it :)

Guest sleeper's picture
Guest sleeper

8,455 yawns for those two

Guest's picture
Guest

Obviously you have never driven one!

Guest commenter's picture
Guest commenter

better than carmichael lynch ever did at least

ziad hamdan's picture
ziad hamdan
45 pencils

so what?

Guest commenter's picture
Guest commenter

Nothing wrong to be an old school ad. I always enjoy the wit of them. But this one just makes me flip.

commercial artist's picture
commercial artist
62 pencils

old school ad?
what's new school? A concept based ad with a huge visual that no one gets, mixed with a tiny headline? Maybe throw on a few photoshop filters too?

kgeiger's picture
kgeiger
7027 pencils

I want to see some agency credits...

Guest commenter's picture
Guest commenter

Cramer-Krasselt?

Guest commenter's picture
Guest commenter

Hispano, Suiza!

Guest's picture
Guest

omg some of you fox are hopeless... sorry to say, but hope you aren't in the advertising business... I'd be sorry for your clients...

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