Porsche hasn’t run a Super Bowl commercial since 1997.
With millions of sports fans tuning in every year, the annual Super Bowl event is a massive advertising opportunity for automakers. This year's Super Bowl aired commercials promoting everything from the 2020 Toyota GR Supra to the Dodge Challenger SRT Hellcat and the Hyundai Palisade, with the latter featuring actor Jason Bateman.
Porsche, on the other hand, hasn't starred in a Super Bowl commercial for more than twenty years. This will soon change, however, as Ad Age has confirmed that Porsche will run a new Super Bowl commercial next year promoting the all-new Taycan, the automaker's first-ever electric car.
"The Super Bowl's scale and energy make it a perfect venue for reaching new audiences-in a fun way that connects with the Super Bowl's own themes of performance and competition," a Porsche spokesperson told Ad Age. Other details about the advert are unknown, but Porsche confirmed it will be helmed by advertising agency Cramer-Krasselt, which has produced campaigns for Porsche in the past. Hyundai and Kia have also confirmed Super Bowl adverts for the 2020 game.
It's unusual for luxury automakers to run commercials during the Super Bowl, as the sports event typically attracts mainstream automakers such as Volkswagen, Toyota, and Hyundai.
With a starting price of $103,800 for the Taycan 4S, $150,900 for the Taycan Turbo, and $187,610 for the range-topping Taycan Turbo S, Porsche's first electric car is only accessible to a limited group of wealthy consumers.
This won't be the first time a pricey sports car has been promoted during the Super Bowl, however as the $157,000 Acura NSX starred in commercials during the 2012 and 2016 Super Bowl. The 2020 Porsche Taycan 4S is slated to arrive in US dealerships in spring 2020, but customers who have placed deposits are claiming the electric sports car has been delayed by several months.