THE PANAMERA, Porsche’s first four-seat sports car, is being introduced this month with a “Welcome to the Family” campaign from Cramer-Krasselt/Chicago, which includes TV, website takeovers, mobile, an IFC documentary and a website with several interactive components.
“Welcome to the Family” is a reference to a long line of Porsche models introduced over the course of 60 years the German carmaker has been in business.
The lead TV spot, “Family Tree,” was directed by Porsche fan and racer Jeff Zwart of @Radicalmedia and filmed in a dramatic desert setting.
The spot brings together 50 of Porche’s iconic production and racing models — including the 917 driven by Steve McQueen in the 1971 movie “Le Mans” and a 356 Gm?nd Coupe (one of the first Porsches made) — for a high-performance, highly choreographed run through the desert as the Panamera is welcomed into the mix.
The spot is now airing on Major League baseball and on cable stations, including the Discovery Channel.
