Interpublic Group of Cos.' Carmichael Lynch prepared two 30-second TV spots and a full print schedule to back the introduction, which highlights the 911 Carrera and Boxster model updates.
In "Traffic," traffic officers repeatedly stop a Porsche driver to keep getting another look at the sports car. Another spot, "Awake," follows a 1950's Rip Van Winkle who is captivated by the Boxster he spies when he takes his decade's 550 Porsche Spyder for a drive after awakening.
One print execution captures a roadster in motion against copy text that reads, "We don't know who invented speed bumps, but we're pretty sure he wasn't German."
Media buys include car enthusiast and business professional magazines. The niche sportscar maker spends about $10 million in measured media annually. Sales are up 6.5% this year to 15,200 units, according to Automotive News.