[Milu]

1.1) The solid clunk of the door closing
1.2) The low base of the engine starting up (not a standard car)
1.3) The increasing roar of the engine as one accelerates, starting again everytime one changes up
1.4) The low thump starting at the base of one's spine and rising to your heart mind and soul when the car is simply idling and waiting to rush to a new adventure.

2) 1.3 above. It's a trite phrase but "if you have to ask you simply don't understand".

3.1) Alive
3.2) Fast
3.3) Unbeatable
3.4) Female
3.5) Ideal

4.0) I am alive and there is a meaning to life.

Round 2

1) It is clever but derivative, but most of all it is bland! No 911, even the 996 if one is prepared to define it a 911, is bland.

2) My interest never really caught. I kept waiting but nothing happened, pretty much an anticlimax.

3) Like or dislike implies strong emotion. Sorry it did not happen.

4) You need to understand what a real Porsche is and then appreciate what a car like a 911 means to those that know and love them, and then enjoy the driving experience it offers as well as the engineering under the skin and the functional package as a whole.

If I had to choose music that expresses the feelings a 911 evokes in me I would choose the Rolling Stones: (Paint it black, live from Steel wheels; Miss you; Playing with fire) or perhaps Ian Dury; (Rhythm stick; what a waste) as opposed to Sting who I also happen to enjoy (dream of the blue turtles etc). Your piece only made me think of ambient music by Brian Eno.

To be useful in a marketing context you would need to understand who your target audience is and what the product is and what it means to your customers.

Which Porsche/911 is it promoting? the latest offerings or more traditional models.

"Branding" Porsche? Very dangerous topic. What kind of brand image and who decides it. A few years ago Porsche spent quite a lot of money trying to lose the Yuppy-wideboy image it had acquired for it self. It now seems to be working hard to lose its sporting image by bring out a SUV and turning its bread and butter models into GTs.

What seems to be lacking in your piece is strong emotion. Are you a car enthusiast, a sporting driver?

Porsches and 911s in particular are cars that bring out strong emotions.
Think of a green who hates all motor vehicles. Which car might he hate the most? Perhaps the car that owners most enjoy driving.
Think of an anti speed campaigner...he would be against fast cars and cars that encourage one to speed, a Porsche perhaps.
Think of a car enthusiast, what of type car might he lust after? Good looking, status, fast, well engineered, an icon?
Does this clarify my position?

Think of the joy of driving a fast car well, at high speed on a twisty mountain road. Feeling alive, awake and indestructable, with no traffic in the early morning after having had a good meal, good wine, twenty year old malt whisky and perhaps barely sober enough to drive. Two tipsy, laughing female passengers both sitting in the front seat. Certainly not legal, certainly dangerous. And certainly memorable fun.

It is this kind of feeling and emotion that personifies a 911 for me and that I feel is missing from your piece.


I hope the above subjective observations are helpful and not hurtful.