“Greatness comes from within.” This line begins an ambitious new campaign from Porsche, touting the latest edition of its signature sports car, the Porsche 911. In the new spot, a collaboration with agency Cramer-Krasselt that was directed by Persuade Content’s Mark Jenkinson, the iconic automobile speeds off in its most difficult race yet, against the temptation to rest on its own achievements. To illustrate this we see other greats, each who do battle against themselves, quite literally. Maria Sharapova, takes the court against Maria Sharapova. The world's no. 1 ranked chess grandmaster, Magnus Carlsen, sits across the board from Magnus Carlsen. And the greatest of all time, Muhammad Ali, appearing in his prime thanks to the seamless digital effects work of The Mill, versus Muhammad Ali. Split screen and digital magic aside, we get it - the only way to better yourself is to beat yourself.
“I wanted this film to feel like a punch in the face, but at the same time I wanted it to have heart,” says Jenkinson of the spot’s competitive concept and inspirational tone. “These are amazing characters, and I wanted to convey the emotion and the struggle -- the human struggle -- in a battle of this scale.”