A new TV commercial that went viral after airing during the US Super Bowl featured ten of Porsche’s most recognizable vehicles, five filming locations, up to four cameras rolling at once, and one world champion in drifting.
End of November 2019 saw the dramatic new commercial’s 150-person production crew filming in and around Porsche’s Zuffenhausen, Germany, headquarters. The company has produced a Super Bowl commercial twice in its history, and now the sportscar manufacturer is providing some insight into the unprecedented undertaking.
The all-new, totally electric Porsche Taycan steals the show as it competes in a frantic chase with nine of its most illustrious siblings. Since several of the vehicles are from the Porsche Museum collection, the project’s preparation and handling of these vehicles during filming was crucial. Alexander Klein, Head of Vehicle Management and Heritage Experience at the Porsche Museum, says, “We have a lot of experience preparing historic cars for many types of activities, but driving a 917 through the center of Stuttgart at night was a first even for us. “The roads were blanketed in snow when we arrived at the Black Forest location, and they remained that way until the evening before the shoot. Fortunately, we were ready and had a variety of tyre profiles and compositions, particularly for the racing cars. However, we didn’t make any technical alterations to the museum cars.”
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On February 2, 2020, a Porsche TV ad will air during the US Super Bowl for the first time since 1997. One of the most viewed television events of the year is the game.
The 60-second advertisement for the new Taycan highlights an action-packed race between the first totally electric Porsche and over a dozen legendary Porsche vehicles.
This commercial, named “The Heist,” focuses mostly on entertaining viewers. However, motorsport also plays a role frequently for the brand. Germany’s mid-November 2019 saw the filming of the TV ad in places like Heidelberg, Heppenheim, the Black Forest, and Stuttgart-Zuffenhausen. The Porsche Museum is where the chase in the advertisement begins, and many of the race cars, road cars, and other “treasures” in the footage are actually part of its collection. The classic Porsche 911 and the legendary 917 K racing vehicle, both of which have been modified for daredevil maneuvers allowed on private roads, are among the protagonists.
Scene from a Porsche commercial in Nevada
Porsche’s most recent advertising campaign for the Porsche Taycan, its first totally electric sports car, was intended to be a brainteaser that would get people talking, and it succeeded. The experiment, which ran from London to the USA, excited people about electricity by adding an emotional element to it.
That evening, the London Eye, which is the tallest cantilevered observation wheel in Europe, flashed and made noises out of the blue. Influencers and bloggers uploaded their movies to social media, where they were shared by others. The following day, a Twitter user recognized the message as Morse code. It was translated as, “Hey Porsche, let’s go driving. Electricity and Love “.
On July 10th, not long after, a message was displayed on the Hoover Dam’s wall “Hey electricity, are you getting numb from all that cold water? Prepare to feel once more. Porsche, romance “.
This message made it obvious that Porsche intended to give electricity a more thrilling purpose by using it to power the first electric sports car with a Porsche soul.
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Porsche Demonstrates What Goes Into Filming A Contemporary Car Ad: Video
It used to be rather simple to film a vehicle advertising because viewers of low-resolution television sets didn’t have very high expectations. All you needed was the automobile, some attractive scenery, and a pursuit car. The majority of auto advertisements were actually filmed in studios with no actual driving.
All of that has changed thanks to the internet and high-definition video, and nowadays the only way to draw attention to your product is by filming a gripping advertisement in the outdoors. Porsche, for instance, was unable to showcase the benefits of the new 911 Carrera 4 models by filming them on a sound stage while artificial weather played in the backdrop.
When you have a six-day filming deadline, you force the weather to come to you rather than the other way around. The German manufacturer lacked the patience to wait for four seasons’ worth of weather.
Porsche spent a large portion of the special effects budget on producing fall with leaves (almost 5 million of them) and winter with fake snow to demonstrate that the new 911 Carrera 4 and Carrera 4S models are sports vehicles for all seasons (about 38,000 cubic feet worth). Between, there was created fog and more than 2,600 liters of created rain.
Seven filming sites, two camera rigs on helicopters, and one extremely sophisticated Mercedes-Benz M Class camera car make it clear that Porsche didn’t skimp on equipment to prove the Carrera 4 models’ all-weather sports car credentials.
We can’t help but wonder what consumers (and automakers) will expect in ten years if producing a vehicle commercial now demands this level of financial and technological commitment.