The new electric Porsche Taycan stars in one of the best Super Bowl commercials of 2020.
In “The Heist,” Porsche introduces the just-launched, fully electric Taycan and re-enters the Big Game advertising stage for the first time since 1997. The 60-second spot that aired during the first quarter begins with what appears to be a theft at the Porsche Museum in Stuttgart, Germany. The stealthy and quiet Taycan slips out of the museum and chase ensues. But, it’s not your normal car chase and we quickly learn the security team at the museum aren’t your average security guards. Only Porsche would staff guards who double as race car drivers.
By the end of “The Heist” we find out it’s not a heist at all but a game the guards play so that they can have a bit of fun driving the museum’s collection. Some of the cars sharing the fun with the Taycan include the legendary 917 K race car, the pioneering 918 Spyder hybrid supercar, and the iconic Porsche 911 shown as a 2020 model with modifications for closed-course stunt driving.
In the words of C-K’s CCO Marshall Ross, “No automaker on Earth could assemble so fascinating a collection of heartthrobs.” And those heartthrobs got viewers’ hearts racing too. In the week before the game, the extended cut of the spot racked up an amazing 14+ million views. The spot also topped several lists as one of the best of the game.
Time magazine included “The Heist” in its article “These are the Best 2020 Super Bowl Commercials.”
Adweek featured the spot as one of “The 10 Best Super Bowl Ads.”
Ad Age gave it four out of five footballs in its “Super Bowl 2020 Ad Review.”
Campaign US included it among its “Best Ads from Super Bowl LIV.”