Cramer-Krasselt & Porsche cobble together a visceral spot

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Porsche's "Made for Drivers" by Cramer Krasselt

Porsche’s “Made for Drivers” by Cramer Krasselt

Well, this Reel Ad of the Week from Cramer-Krasselt made me smile. I was not aware of perhaps the coolest Italian cobbler this side of Geppetto, but Porsche USA and Cramer-Krasselt have now introduced me to the legendary artisan Ciccio Liberto.

Who is Ciccio Liberto, you ask? (And why do we care?) Well, for over 50 years, Porsche race drivers have sought out the Sicilian’s handy work in order to the shoe them for races.

And that’s what happens in this visceral spot directed by Stink USA’s Nacho Gayan and edited brilliantly by Whitehouse’s Adam Marshall. Featuring a bright red (is there any better color for a Porsche?) 718 Boxster GTS, driving across Sicily’s landscape, we see a driver easily handle the hairpin curves that come his way while intercutting with shots of Ciccio’s shop.

The sound of the Boxster’s engine pit against the pulse of the cobbler’s old sewing machine is exhilarating to say the least. When the car arrives in front of Ciccio’s shop, an exchange of shoe boxes takes place—the new pair ready for the driver and the old pair ready for repair.

When Ciccio pulls out the old pair to inspect them, the pleasure of driving a Porsche is clear from the hole nearly worn through the sole. Newly shoed, the driver is clearly now able to drive faster (queue the music) and better.

And, really, who wouldn’t be with custom racing shoes — or any shoes? And yes, Ciccio is so beloved that a grown man would call him “maestro.” It all ends with the tagline, “Made for Drivers.” Watch the 1:29 video below:

 

 

The new 718 Boxster GTS models boast superior performance thanks to a completely new generation of turbocharged, flat-four cylinder engines. It also features a completely retuned chassis and the latest generation of PCM (Porsche Communication Management), which can be enhanced with services such as real-time traffic information, Google Street View and Apple Car Play.

Porsche USA, which set a new sales record in 2017 and continued growth in January 2018, has also launched a short tribute video to “living legend” Ciccio. It features the likes of CJ Wilson (former MLB player turned Porsche driver) and Dario Franchitti (three-time winner of the Indianapolis 500) rhapsodizing about Ciccio’s life and the impact of his shoes on racing.

 

 

I now want a GTS. Time to speak with our lovely publisher about a raise.

CREDITS
Client: Porsche
   Advertising & Collateral Manager: Lindsay Bacon
   Spokesperson Product Communications Sportscars: Jenny Frohloff

Agency: CK Chicago
   Chief Creative Officer: Marshall Ross
   VP, Executive Producer: Scott McBurnie
   Creative Director: Rick Standley
   Creative Director: Conn Newton
   Senior Art Director: John McKenzie
   Senior Copywriter: John Doessel
   Producer: Robyn Boardman
   SVP, Group Account Director: Chris Hanley
   VP, Account Director: Jesseca Ottens

Production Co: Stink USA
   Director: Nacho Gayan
   Managing Director: Jeff Baron
   Executive Producer: James Cunningham
   Head of Production: Nick Fuller
   Producer: Fran Thompson
   DP: Martin Ruhe

Post Production: Whitehouse and Carbon VFX
   Editor: Adam Marshall
   Assist Editor: Alfred Cisneros
   Producer: Dawn Guzowski
   Color: Maria Carretero
   Lead Flame: Michael Sarabia
   Flame: Matt Bregger
   Producer: Phil Linturn

Music: Buona Sera
   Master Recording: Universal Music Group
   Publishers: Songwriters Guild of America,
   The Music Sales Group, Memory Lane, and Carlin America

Sound Design and Audio Mix: SUM1
   Sound Designer/Mixer: Robert Marshall
   Producer: Shawn Ballman

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

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BackTalk
  • Barbara Roche

    :-))