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

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: 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

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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