At regular intervals, experts from the digital industry exclusively evaluate and analyze current advertising campaigns for us. This week, Markus Hetzenegger, Managing Director and Founder of the agency NYBA Media, comments.
By Markus Hetzenegger, Managing Director and Founder of NYBA Media
Klaas Heufer-Umlauf as a brand ambassador for Porsche? Excuse me, what? If your facial expression right now looks similar to Klaas Heufer-Umlauf’s while grocery shopping, that’s perfectly understandable. At first glance, this fact seems more than bizarre – both to outsiders and even to him – yet he convinces with his natural, humorous, and above all honest manner. In the campaign, the presenter is shown in everyday life with the new Porsche 911 model. The campaign’s title, “Less Spin, More Torque”, already says a lot about the concept behind it: the focus is on daily life.
Porsche shows courage
Back in 2018, long before the collaboration, Klaas Heufer-Umlauf admitted in an interview with the weekly newspaper Die Zeit that he was a Porsche fan. So it fits perfectly to “have to” put a brand-new 911 in the garage without any extra effort. It doesn’t get more authentic than that – and therein lies the success of the campaign.
The campaign with Klaas Heufer-Umlauf has stirred up a lot of buzz both online and offline. It has been widely discussed – not least because he has been accused of double standards, having recently rapped with “Clans for Future” for a more considerate world and environmental protection.
My conclusion on the campaign: Absolutely successful and right on the pulse of the times. Porsche also shows a great deal of courage by not taking itself too seriously while at the same time daringly stretching the boundaries of its own image. A bold step that has been rewarded with campaign success, because the marketing cocktail of “Advertising 2.0”requires increased creativity and relatability.
Published on: 21.10.2019 on https://www.internetworld.de
Original article: https://www.internetworld.de/sonstiges/bewegtbildwerbung/porsche-klaas-ehrlicher-botschafter-2137706.html
