Porsche – Cayenne Commercials
Client & Context: Porsche; Cayenne sales had declined as the model aged. The scripts, which had been sold prior to me starting on the account, reminded viewers that while the Cayenne may be an SUV, it’s still a Porsche, and therefore a car that thrills like nothing else.
Role: Creative Director.
Approach & Key Contributions: Directed all aspects of production, including pre- and post-production.
Results & Impact: Reinforced the excitement of driving a Porsche, even as a passenger and even in their SUV. Reinvigorated Cayenne sales after a period of decline prior to this model year refresh.
Porsche – “There Is No Substitute” Campaign
Client & Context: Porsche; as the Cayenne SUV continued to be their number one seller, this legacy campaign reaffirms the brand’s dedication to building true sports cars.
Role: Creative Director, Copywriter
Approach & Key Contributions: Wrote two key late-stage pieces: a full-spread ad in The Wall Street Journal targeting affluent readers and a poster crafted specifically for Porsche enthusiasts. Both pieces celebrated the brand’s heritage and purity of purpose. Directed production of various film executions utilizing existing running footage.
Results & Impact: Helped complete and elevate an iconic campaign with messaging that resonated across audiences, from casual readers to die-hard Porschephiles.
Manifesto copy:
Determination is a powerful force.
It realizes dreams. Builds legacies. Shakes up established norms and sublimely violates conventions.
Over sixty-five years ago, it drove men in an old garage to build sports cars unlike the world had ever seen.
To this day, nothing can replicate the feeling you get when driving a Porsche. No other combination of sound, feel, sight and soul will connect in quite the same way. Nothing else is simultaneously as recognizable yet breathtakingly novel.
Keeping it this way requires vigilance. So we remember to honor the past but charge fearlessly into the future. We cast a skeptical eye at the word "impossible."And we fiercely resist dilution at every step.
Otherwise, a Porsche could become interchangeable with, dare we say it, some other car. Which is the moment a Porsche ceases to be a Porsche.
Porsche. There is no substitute.