To distinguish the Panamera from the competition and appeal to Porsche enthusiasts as well as potential newcomers, C-K and Porsche leveraged one of the brand’s most valuable assets—its heritage and history—to welcome the Panamera to the family and reinforce the Porsche portfolio. The effort is part of the fully integrated “Welcome to the Family” launch campaign including television print and a new website at www.porscheusa.com/family.
Advertised brand: Porsche Cars North America
Advert title(s): Family Tree
Translation of headline to English: Family Tree
Advertising Agency (Name, City, Country): Cramer-Krasselt, Chicago, U.S.A.
Agency website: http://www.c-k.com
Chief Creative Officer: Marshall Ross
Ass. Creative Director/Copywriter: Rick Hamann
Art Director: Matt Spett; Luke Partridge
Copywriter: Gary Doyle
Production Co: @RadicalMedia
Director: Jeff Zwart