Challenge: Germany had sent us a high production quality video about the all-new Macan Electric explaining all the technical advancements that went into their first electric SUV. But it was very… German. Lots of straightforward editing, lots of dramatic violin, lots of middle aged men. Thing is, while the talent was indeed reminiscent of an old Mike Myers skit (this one, not the other one) the overall gestalt just wasn’t in line with the American perception of the Porsche brand. It fell to us to fix it.
Solution: Rewrite, recast, and recut. First, we punched-up the script to put all these technological advancements in the context of what they mean for you, the driver. Second, we went with an entirely different voiceover: female and friendly. Finally, we recut the original video to give it a livelier cadence that felt more like being at the wheel of a Porsche.
Result: A much more exciting—and less stifling—video explaining all the hard work that's gone into the Macan Electric. Consumers don't doubt the engineering that Porsche puts into their vehicles, they just need to be assured that even when it's electric, it’s as exciting as ever.