Porsche has been busy this past month putting out a series of advertising videos entitled “Enthusiast Driven.” The piece below is the last in the series.It features Li Chao – no, not Chess Grandmaster Li Chao, but rather a food business entrepreneur and Porsche Carrera Cup Asia driver of the same name, who owns a Porsche 911 RSR. Through the narration, we are given the sense that his life’s passion of supplying food in China is related to his passion for performing on the race track. The message is clear: passionate people demand passionate cars.
Perhaps the video series is, in part, a response to the notion that Porsche sportscars are more clinical than lovable. Though, we’d have to say that this is likely an unnecessary message as it pertains to a dedicated race car like the Porsche 911 RSR; we can all but guarantee that no non-enthusiasts are going to buy one.
But the video series is clever in another way; it exclusively casts Chinese persons as the subjects, presumably to expand the brand’s share in the maturing market. At the same time, the simple addition of English language subtitles allow the series to work just as well in the marque’s current-largest market: the US.
It is a powerful, effective series of advertisements, drawing a link between the extraordinary people everyone would like to emulate, and the Porsche cars that we’d all like to own. Well-played, Porsche. Well-played indeed.