Sunday, May 1, 2011
Engineered for Magic. Everyday.
When car most car manufacturers produce television advertisements, they attempt to capture consumer interest based on one or two factors of competitive advantage. Whether they are promoting performance, safety, styling, or luxury - most constrain their promotion based on what factor separates them from other manufacturers' offerings.
With over 80 years of specialization performance and speed, Porsche has significant brand equity and does not need to emphasize these aspects of their products as do other manufacturers. In this commercial, Porsche manages to effectively communicate the versatility and usefulness of their vehicles. Essentially, Porsche is suggesting that owners can have their cake, and eat it too!
Do you think Porsche executes this message of product versatility well?
How could the presentation be improved?
- Jimmy
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I think it's an interesting commercial and I see where they're trying to go with it. However, I don't think that they highlighted much versatility. I mean, when you look at it they really only showed two types of people: parents young children, and regular ol' adults. It doesn't seem like they tried to reach out to a wider variety of people which you'd think they'd want to do if they really wanted to push "versatility." What happens if a 47 year old mother of two teenagers (whom she still drives to school) and works 9a-6p was thinking of buying a Porsche? If she saw this, would she think the car was very versatile? Then again, I may just be playing devil's advocate.
ReplyDeleteI think it's pretty silly, the Porsche is not really a versatile car - it's a racer. I don't think most people who buy one cares about trunk size or backseat space, they just want a cool car with beautiful design and strong engine. Porsche should focus on their strengths, not try to be something they're not.
ReplyDeleteI agree with the previous comments that the Porsche really is not a versatile car. I felt like the commercial was similar to those of a modern day minivan advertisement. The whole picking kids up at school scenario was very generic. I understand Porsche wanting to portray that image that people with kids can buy a Porsche and have it function for many things outside of its obvious uses (racing and looking cool). However, until they tweak the design (which I am not suggesting) or make it more family friendly in other ways, I don't feel people will watch this commercial and race to a Porsche dealership to replace their minivan or other family vehicle.
ReplyDeleteI agree with the comments encouraging Porsche to stick to what they're good at.
ReplyDeleteWould this commercial be more effective if the entire array of vehicles was highlighted to include the SUVs and sedans?