Porsche x Eileen Gu Taking the Wheel | Clapboard Ad Archive

Eileen Gu | Taking the wheel

Description

Porsche’s latest campaign, Eileen Gu | Taking the wheel, launched in the United States in September 2024, skillfully blends the exhilarating world of Olympic freestyle skiing with cutting-edge automotive innovation. Created by Saatchi & Saatchi Shanghai, this film medium campaign features a singular, captivating media asset that showcases the rising star and record-breaking champion Eileen Gu as she takes the all-new Macan Electric for an electrifying drive. Eileen Gu, renowned for pushing the boundaries on the slopes and embodying relentless determination, perfectly exemplifies Porsche’s commitment to excellence and visionary progress. Through this collaboration, Porsche communicates its forward-thinking approach and dedication to performance with a fresh, dynamic energy that resonates with both sports enthusiasts and automotive aficionados. The campaign not only highlights the sophisticated design and technology of the Macan Electric but also aligns it with Gu’s spirit of innovation, resilience, and ambition. By bridging athleticism and automotive mastery, the brand reinforces its identity as a pioneer in the electric vehicle market while celebrating individuality and the pursuit of greatness. This marketing narrative leverages Eileen Gu’s global influence and inspiring story to engage a broad audience, inviting them to experience the thrill and precision behind Porsche’s newest electric offering. Ultimately, Eileen Gu | Taking the wheel drives home a message of empowerment and evolution, positioning Porsche at the forefront of luxury electric mobility in 2024.

Credits

Client

Porsche

Agency

Saatchi & Saatchi Shanghai

Campaign Proposition

The campaign "Eileen Gu | Taking the wheel" positions Porsche as a brand that embodies innovation, excellence, and boundary-pushing performance through its all-new Macan Electric. By featuring Olympic freestyle skiing champion Eileen Gu—an athlete recognized for breaking records and defying limits—the campaign draws a parallel between her relentless drive and the brand’s commitment to technological advancement and driving precision. This alignment strengthens Porsche’s proposition as a forward-thinking automotive leader that appeals to consumers seeking vehicles that reflect a winning spirit and progressive mindset. Strategically, the campaign leverages the cultural relevance and aspirational appeal of Eileen Gu to connect with a younger, performance-driven demographic that values both innovation and excellence. The choice of an Olympic athlete known for pushing physical and mental boundaries taps into consumer desires for authenticity, ambition, and pioneering success. The creative angle situates the Macan Electric not just as a sustainable automotive choice but as a symbol of modern luxury and high performance, embodying a lifestyle that champions endurance and trailblazing achievements. Released in the U.S. market, the campaign contemporizes Porsche’s image by merging elite sportsmanship with cutting-edge electric mobility, implicitly targeting environmentally conscious yet prestige-oriented individuals who appreciate both heritage and innovation in the automotive space.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on Olympic champion Eileen Gu, explicitly highlighting her status and aligning her personality traits with those of the Porsche brand and its new Macan Electric. The narrative positions Eileen not just as an operator of the car, but as an emblematic figure who embodies innovation and "drive for excellence." The campaign is less about a story arc or problem/solution and more about leveraging Eileen Gu’s celebrity, achievements, and symbolic value to reinforce Porsche’s brand qualities, classic hallmarks of the ONGOING CHARACTERS OR CELEBRITIES format rather than a story-driven or testimonial approach.