Okay, maybe Porsche brass specifically doesn’t believe that, but the marketing geniuses behind this ad want you to believe it.
Look at this advertisement and tell me what empty-headed idiot wouldn’t notice that Chicago skyline with a mountainous backdrop. I don’t know about you, but the last time I checked, there are no mountains in the Northeast corner of Illinois, so color me confused.
Amidst this confusion, I have come up with a solution – so consider the following a cover letter to an otherwise flawless job application for the position opened up by the absurdity of this advertisement.
Dear Porsche Executive,
There are a couple of things you should know when creating advertising using the Chicago skyline. Firstly, never use the word firstly. Second, never choose an angle that poses the Hancock building in front of the Willis Tower. The Sears Tower is Chicago’s star so let it shine bright.
Third, I understand the thought process of positioning the “Porsche Model Range” set to a diverse backdrop of terrains. However, I have taken an advertising class so I know how it all works. Well, technically I took the class on accident so I don’t know if it necessarily counts.
Either way, you need something more creative.
Let’s start with the basics. Don’t make it look like I can drive a Porsche into a lake. Any Chicagoan would call you out on that. Sacrificing reality for scenery equates to a no-no in advertising school. I scold you for your decision.
My advice is this: Set your collection of Porsche Models against a backdrop of Soldier Field and insert the tagline, “Where Overrated Happens.” It may not seem like a brand booster, but, hell, at least it’s honest. Which is more than I can say for you previous advertisement.
Which is more than I can say for your previous ad placement.
Thank you for reviewing my application and I hope my suggestions help you and your company find transparency and honesty in the world.
A Concerned Lover