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Porsche adds an emotive charge to the topic of electric mobility

Porsche has initiated an innovative promotional campaign to coincide with the market launch of the new Panamera S E-Hybrid*. With this vehicle, the sports car manufacturer is unveiling the world’s first plug-in hybrid in the luxury class.

The campaign highlights the innovative leadership of Porsche in this field and focuses on the topic of electric mobility, while emphasizing the brand values typified by Porsche. The campaign clearly demonstrates that a plug-in-vehicle is not just good for the environment and for achieving low fuel consumption – a plug-in vehicle from Porsche is also synonymous with driving pleasure and the performance level expected of a sports car.

The campaign, which is being implemented worldwide, was launched in Germany as part of the International Motor Show (IAA) in Frankfurt and incorporated a multimedia presence at the trade fair. The campaign now includes almost all advertising channels. To establish the emotive campaign for the Panamera, Porsche is relying primarily on television and has released a new TV advert in which the Panamera “races” against an unrivalled opponent: electricity. The Porsche is only just beaten in this sporting battle, but the voiceover lightly jokes: “Few things on earth move faster than electricity. But we are working on it.”

The TV advert will run until the beginning of October on German television, and is now also being shown internationally. The creative team behind the film was US agency, Cramer-Krasselt. The narrator in the German version of the film is Dietmar Wunder, who also works as the dubbing actor for Daniel Craig in the James Bond films.


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