By Peter M. DeLorenzo
Detroit. With great fanfare, Porsche is appearing on Sunday’s Super Bowl for the first time in 20 years. Besides being the NFL Championship game, the Super Bowl has long been a battleground for advertisers looking to introduce a new product, burnish their image, or make a memorable statement about who they are, or at least who they think they are.
Automotive companies have a checkered past when it comes to appearing on the big game, with some rising to the occasion with commercials that transcend the category and create a lingering buzz for the manufacturer in question. But those memorable auto spots have admittedly been few and far between over the years, because the norm is that car spots on the Super Bowl have too often been predictable, or worse, instantly forgettable.
It certainly isn’t easy for a car company to generate a positive impression on the biggest television event of the year. After all, it’s a creative environment that lends itself to raucous, laugh-out-loud spots or immersive, emotionally heart-wrenching commercials and not much in between. So, auto companies are up against it before they even contemplate the idea.
So, when I got word that Porsche was going to appear on the Super Bowl for the first time, my first reaction was one of trepidation. Why? Well, for those aforementioned reasons certainly, but also, what could possibly be gained for a manufacturer like Porsche to appear on the broadcast?
We all know that Porsche is no longer that little sports car company of yesteryear. No, it’s now an SUV manufacturer that still reserves a part of its production for sports cars. This allows the operatives at Porsche to remain in touch with the company’s soul, at least that’s what they tell themselves anyway.
In fact, in the official press release, Klaus Zellmer, President and CEO of Porsche Cars North America, had this to say: “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. 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.”
It’s no secret that Porsche operatives are always concerned about losing touch with the company’s soul, despite the record sales – and profits – from Macans and Cayennes. As well they should be. Because Porsche’s little corner of its sports car heritage – bolstered by the existence of its 911s, 718s and its racing programs – is shrinking with each passing quarter. But a Super Bowl commercial? Is that really what this company needs at this juncture?
Here is more from the official Porsche press release, with Porsche PR minions working overtime on this one: “The spot is titled ‘The Heist.’ At its heart is a spirit of fun, mixed with a dose of racing competition. The Taycan as the newest member of the family shows off its own electrified Porsche soul. Filming locations in Germany include Heidelberg, the scenic Black Forest, and the Zuffenhausen district of Stuttgart where Porsche is headquartered. The chase originates at the renowned Porsche Museum. Many of the race cars, street cars, and one surprise vehicle are part of the museum’s collection.”
They should have quit right then and there, but no, they continued: “Why advertise during the game for the first time in more than 20 years? The Taycan, which launches Porsche into the era of electric power, is capturing the attention of new audiences. Now Porsche wants to introduce the core of the brand to those who may not be familiar with its 70-plus years of sports car DNA.”
Let me repeat the question after all of that: A Super Bowl commercial? Is that really what this company needs at this juncture? My short answer after reviewing the spot many times over the last few days: How about no?
First of all, it’s nice to see the Porsche museum and some of its iconic cars on screen, but the spot quickly deteriorates into an insipid car “chase” that is just painful to watch unfold. (You can see an extended version of the spot here; it is cut to 60 sec. for the game. The added length certainly doesn’t help its case. -WG)
Once the spot gets into the car chase scenes, it’s as if any connection to Porsche’s vaunted “soul” is pitched right out the window as the spot devolves into a rote – and painful – regurgitation of every car spot of the last 30 years. It pegged the AE Wince Meter – our advertising barometer – as soon as the cars left the museum.
I’m sure that there are some Porsche enthusiasts out there who will love the spot simply because they get to glimpse iconic Porsches from the past that are on screen in the beginning of the commercial. And I can relate to that. But it would have been a much more impactful commercial if it had never left the museum, giving us looks at some of the great Porsches of the past while suggesting that the Taycan will soon take its place among the great Porsches of all time.
When I heard that Porsche was going to do a spot for the Super Bowl this is exactly what I was afraid of. In its quest to make the brand more approachable – always the death knell for luxury-performance auto manufacturers – Porsche operatives have managed instead to trivialize the brand, reducing it to an insipid car chase that suggests nothing but a giant waste of time and money.
Porsche’s night at the museum “Heist” commercial is not just a bad dream, it’s a nightmare. The company set out to make a statement and failed miserably. It’s a cautionary tale for all auto manufacturers and a reminder that contemplating an appearance on the most viciously competitive advertising arena in the world requires laser-like focus and – especially in Porsche’s case – an appreciation of who you are and what your heritage stands for.
And that’s the High-Octane Truth for this week.