Porsche | There Is No Substitute
It’s the thrill that drives us.
Coined by a journalist. Picked up by a screenwriter. Delivered with a megawatt grin by a soon-to-be superstar. “There is no substitute” seared itself into the consciousness of millions because it perfectly captured the unique identity of Porsche in America. Not clinical. Not aloof. Just a hell of a good time. And we let the good times roll all across broadcast, social, digital, OOH, and CRM, powering Porsche to 76,219 sales in the U.S.—a new record.
Broadcast
Like a classic Le Mans start, we dashed across the tarmac and cranked the key (on the left, natch) to fire up the campaign with a national broadcast media buy. TVC was split between the iconic 911 Turbo and the market-leading Cayenne GT, but in both cases we embraced the visual representation of what it feels like to uncork a Porsche.
UGC
Stories of adventure, passion, connection—even just pure and simple joy. Porsche enthusiasts write them every day, everywhere, and it’s been like that for generations. We partnered with Story Stream to find some of the most compelling Porsche stories out there, then shined a big bright spotlight on them.
Direct Mail
Once you get a taste of Porsche, you’re not going back. That’s why repeat clients are so important: they’re the proof. And it’s why Porsche asked us to create an unforgettable keepsake for them. Enter Butzi’s Pencil. We commissioned Faber-Castell to recreate the very pencil Ferdinand “Butzi” Porsche used to sketch the original 911 (known as the 901 until Peugeot objected) and sent it out in a heavyweight case bearing that iconic profile draped in a throwback shade of Irish Green.
Social
Social media is where Porsche enthusiasts come to share their passion. So while not everyone may have appeared in a feature article, plenty of people got a shout-out on Instagram. And if you suspect my status as a 996 owner had something to do with all the other 996 owners highlighted by @PorscheUSA, all I can say is I flatly deny these outrageous allegations.
