Porsche Cars North America Inc. is laying the groundwork for its 2002 sport-utility with a commercial from its new ad agency, Car-michael Lynch in Minneapolis.
'It's not really too early to establish some credentials now for (Porsche) all-wheel drive,' said Tim Mahoney, Porsche's new general marketing manager who arrived in May from Subaru.
The spot shows different angles of the Carrera 4 driving through the rain on a winding two-lane road. The background music is a studio musician's rendering of a blues song, 'Stormy Monday.'
'The all-wheel-drive Carrera 4,' says the narrator. 'It's one beautiful day after another.'
All three spots use blues music in the background.
A second spot shows a suspicious woman calling a phone number she finds in a pocket of her man's suit. It turns out to be a Porsche salesman. The third commercial shows a frustrated Porsche driver stuck at a train crossing, itching to hit the mountain roads beyond.
The first 'Rain' spot broke nationally Sept. 19 during the pre-game show on Fox TV Network's National Football League programming and ran again during the game. The national media buy on Fox's NFL broadcasts is basically every other weekend until the Super Bowl early next year.
BORN FOR A PORSCHE
To win the $10 million account this year, Carmichael Lynch interviewed Porsche owners and about 70 percent of its dealers, said John Colasanti, managing partner and director of account management at the agency. Owner interviews revealed five owner segments. One group bought Porsches because they like nice things. But the new ad campaign is aimed at the segment that came to Porsche for performance and the love of exceeding limits.
That group also has an early desire for a Porsche. 'Some people are almost born with a pre-purchase desire to own a Porsche,' Colasanti said.
'We're trying to play off that,' he said of one of several magazine spreads. Says the