“Greatness comes from within.” This line begins an ambitious new campaign from Porsche, touting the latest edition of its signature sports car, the Porsche 911. In the new spot, a collaboration with agency Cramer-Krasselt that was directed by Persuade Content’s Mark Jenkinson, the iconic automobile speeds off in its most difficult race yet, against the temptation to rest on its own achievements -- and it brings some amazing guest stars along for the ride.
The Porsche 911 is joined by three other incredible greats, each who do battle against themselves, quite literally, by way of creative camera work and some serious special effects. One of the greatest tennis players of our generation, Maria Sharapova, takes the court against Maria Sharapova. The world's no. 1 ranked chess grandmaster, Magnus Carlsen, sits across the board from Magnus Carlsen. And the greatest of all time, Muhammad Ali, appearing in his prime thanks to the seamless digital effects work of The Mill, versus Muhammad Ali.
“I wanted this film to feel like a punch in the face, but at the same time I wanted it to have heart,” says Jenkinson of the spot’s competitive concept and inspirational tone. “These are amazing characters, and I wanted to convey the emotion and the struggle - the human struggle - in a battle of this scale.”
The story is told simultaneously across each setting, with each principal character playing both themselves and their own antagonistic doppelganger. A rich, cinematic look and a fierce, pulsing intensity bring them all together as they reach dramatic heights. “They’re all going through a struggle to beat themselves,” notes Jenkinson. “Finding a visual narrative to take us through that story was really important.”
IDEA & DESIGN