Watch: Check out these Porsche TV commercials from 1983!
Sense of humor, pride, and pedigree
TV commercials and advertisements are not always the best platform for promoting their cars, as people often consider more than just ads when making such a big purchase. Regardless, TV commercials are a great way for marques to create a positive brand image and reputation while raising awareness. Three Porsche advertisements from 1983 are one of the best examples of how they advertised the ‘Porsche brand’ to the mass.
The first thing that can be clearly spotted is Porsche’s focus on their motorsport pedigree. The first two ads show Porsche’s motorsport success at Le Mans, Daytona, Sebring, Paris-Dakar Rally, and African Savanna Rally. Porsche’s brand identity of “Technology gained through motorsport experience” is clearly shown throughout the two ads along with their iconic race cars like the 956, 961, 935, and the 911 Carrera RS 2.7 Safari.
Image from Official Bespoke
The third commercial finally introduces the Porsche lineup of the era: the 911, 924, and 928. Although what these models pursued were all different, Porsche convinced the viewers that the “Porsche DNA” of speed, agility, and reliability that lies in the vein of these cars cannot be aped by other marques by their advertisement.
Image from Lemans.com