Porsche is drawing attention to the new 911 Sport Classic with an unusual marketing campaign. Following on from the 911 Targa 4S Heritage Design Edition, this ‘icon of cool’ is opening a new chapter in the Porsche Heritage Design strategy, with the goal of bringing a past era back to life. “The wide-ranging marketing measures evoke the expressive attitudes of the 1960s and early 70s, targeting Porsche customers and fans,” says Robert Ader, Vice President of Marketing at Porsche AG. “As a collector’s item that offers great driving pleasure, the new limited-edition series is being presented on the Côte d’Azur and at other locations. The ease and nonchalance of the jet-set lifestyle of the time is reflected in the film’s imagery, with spectacular coastal roads, imposing villas and inviting swimming pools.” The marketing measures are mainly communicated via the Porsche.com website and social media channels. At the centre of the campaign are a large-format coffee table book of more than 100 pages and the reveal film ‘A Tale of Now and Then’.
The book recounts in detail how the Porsche 911 Sport Classic came to be: from the initial idea for a collector’s item that reinterprets elements from Porsche’s model history, to its painstaking production and great levels of craftsmanship by the Porsche Exclusive Manufaktur team. The photos were taken in an editorial reportage style on the Côte d’Azur. The conscious interplay of sharp and hazy gives the images the appearance of random snapshots. The focus was on four vehicles: the new 911 Sport Classic (992) as well as a 911 Carrera RS 2.7, the ducktail rear spoiler of which foreshadowed the look of the new model, as well as an F Series from 1972 and the 911 Targa Heritage Design Edition. Further exciting chapters are dedicated to the contemporary car’s history, show details of the traditional Pepita houndstooth pattern and the legendary Fuchs rims, and discuss the Heritage Design Package Classic, the exclusive Porsche Design chronograph and the new Heritage Collection. The coffee table book is available for free from Porsche sales partners. It was conceptualised and produced by Keko Frankfurt. Frederic Schlosser was the photographer while Tim Michel Producer GmbH and UPFRONT Photo & Film GmbH were in charge of production.
The film ‘A Tale of Now and Then’ plays with the calm and cool attitude of the jet-set lifestyle of the 1960s and 70s. The plot: a young couple with the new 911 Sport Classic take a romantic journey into the past after discovering an old roll of film left by a previous tenant. It is not only the 911 Carrera RS 2.7 that plays a part as a historical reference model. Alongside the architecture, fashion and music of the 1960s and 70s, the film uses typical stylistic touches from the era, with short sequences giving the impression of a Super 8 film. The then-popular split-screen effect is used to show events happening in different places at the same time. The film is available in two lengths and is being shown on the YouTube, Instagram and Facebook feeds of Porsche AG, among others. Grabarz & Partner came up with the idea for ‘A Tale of Now and Then’. The film was produced by Markenfilm Hamburg GmbH, with Jan Paul Wentz directing.
