Super Bowl LIV

Watch: This is the extended cut of Porsche's 'The Heist' Super Bowl ad

Porsche is returning to Super Bowl advertising after a 25-year hiatus.

Photo courtesy of Dr. Ing. h.c. F. Porsche AG

Some of the most famous car chases in cinematic history belong to "The Italian Job," ""Bullitt", "Gone in 60 Seconds", and "Smokey and the Bandit". Porsche's commercial, airing during Super Bowl LIV, features a car chase featuring Porsche models past and present, with elements of these classic chases thrown in.

The commercial was shot in various locations across Germany in November 2019 including Heidelberg, Heppenheim, the Black Forest and Stuttgart-Zuffenhausen. The Porsche Museum, where the chase and commercial begins, is the home of some of the company's most prized models. The commercial features models out of that collection including a 917 K racing car, the 918 Spyder hybrid super sports car, and the Porsche 911. The cars were modified for use in the commercial.

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"The Super Bowl is famous as a TV event far beyond North America and it represents a perfect platform to reach new fans. Our commercial links many elements that make up Porsche: sportiness, emotion, and also a touch of humour, something that is typical for how we communicate in general," said Oliver Hoffmann, Director Marketing Communications at Porsche.

This is Porsche's first foray into Super Bowl advertising this century. Their last Big Game commercial was 25 years ago.

The extended cut is 2:31 long. A one-minute version of the commercial will play during the Super Bowl.

Teddy Santis, founder and creative director of Aimé Leon Dore worked with Porsche to restore a vintage 911.

Photo courtesy of Porsche AG

Porsche 964. The name reminds Porsche enthusiasts of the pert and perky 911 era of the late 80s and early 90s that produced the first Porsches with a Tiptronic automatic transmission and all wheel drive as options.

Teddy Santis, founder and creative director of the popular New York fashion label Aimé Leon Dore (ALD), has collaborated with Porsche in restoring a 911 Carrera 4 from that era. The refreshed car is the product of months of research that included journeys to the Porsche Museum and the 911 assembly line in Stuttgart, Germany.

Porsche 911 Carrera 4 x Aimé Leon Dore

Photo courtesy of Porsche AG


"Working together with Porsche on this project has been a dream come true," said Santis. "It has been a deeply humbling experience to be entrusted with a project of such importance to the Porsche community and to work together on a design that has been so instrumental in shaping my own outlook and aspirations."

The restoration utilized period-correct original Porsche parts and was supported by Porsche Classic.

The most notable part of the refresh is a fully custom leather interior featuring featuring Schott sunflower leather and Loro Piana houndstooth, the same materials highlighted in Aimé Leon Dore's Fall/Winter 2020 collection. It's bold yet calming and buttery yet strong.

The leather wraps around the dashboard, steering wheel, and door panels. The reverse suede side of the top-grain leather covers up the headliner and sunroof.

The seats of the Carrera 4 were taken to the Recaro workshop inn Kircheim, Germany where they were restored.

At the front, the interior of the frunk was covered in Schott leather with Loro Piana accents. Inside the trunk is a care bag inspired by classic Porsche design.

The exterior of ALD's flagship store on Mulberry Street in Manhattan is painted white and shares its shade with the exterior of the Porsche. A custom-designed grille badge is on the rear and takes inspiration from Porsche club memorabilia.

Nods to Porsche history complete the car including Cup 2 wheels, a graphic Pegasus above the front wheel, a rear ducktail.

A team of 150 people was use to shoot Porsche's Super Bowl commercial.

Photo courtesy of Dr. Ing. h.c. F. Porsche AG

Porsche's Super Bowl commercial was half "The Italian Job", half security guard fantasy. As interesting as it was, the behind the scenes footage and stories are nearly just as much so.

The spot was filmed primarily in and around Porsche's headquarters in Zuffenhausen, Germany at the end of November 2019. Most of the 10 vehicles featured in the commercial are part of the Porsche Museum collection in the town including the new all-electric Porsche Taycan.

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"We have a lot of experience preparing historic vehicles for all kinds of operations but driving a 917 through the centre of Stuttgart, at night, was a first even for us," explains Alexander Klein, Head of Vehicle Management and Heritage Experience at the Porsche Museum. "When we travelled to the location in the Black Forest the roads were covered in snow, and stayed that way until the evening before the shoot. Fortunately, we were prepared and had different tyre profiles and compounds with us, especially for the racing cars. We did not make any technical changes to the museum vehicles though."

Locations for the advertisement are easily identifiable to locals of the Stuttgart-Zuffenhausen area. The opening cuts of the commercial were filmed inside the museum. The cars zoom around the famous Porsche roundabout in Zuffenhausen and the route taken in the spot moves from Stuttgart, Heidelberg, and Heppenheim to the Schwarzenbachtalsperre dam in the northern Black Forest.

The driving was't left to amateurs. One of the drivers, Harald Müller, held the World Record for drifting, while Porsche factory driver Lars Kern was behind the wheel of the iconic 917 K.

Including the drivers, it took a team of 150 people to make the 2:31 extended cut of the commercial come to to life.

Porsche Super Bowl Commercial 2020 Porsche filmed most of the scenes for the ad around its Germany headquarters building.Photo courtesy of Dr. Ing. h.c. F. Porsche AG

The director of the product was Wayne McClammy, who, at points during filming, was using up to four cameras at the same time and had a Cayenne fitted with a Russian Arm: a roof-mounted camera crane. Arial shots were completed by two drones, including one that has a top speed of 160 km per hour.

The Super Bowl does't have to be the last time you see the ad. Check out the extended cut here.