27-FEB-2024 | Porsche’s Pavlov Ad

Author

Dan Bogachek
February 27, 2024

Porsche’s Pavlov Ad

Can’t get much more smug than this.
But when you think about who they are and what they’re selling… can you blame them?
Porsche gonna Porsche. After all, if the bear doesn’t shit in the woods, then who does?

Note the smooth transition from “we” to “you”, combining the two for the CTA at the end. And the use of precise numbers to stick out in your memory.

If Pavlov had experimented with humans, he would have used this.

A given stimulus produces a given response.

Of course, certain stimuli will produce more extraordinary responses than others. Such as a Porsche 911 Turbo Cabriolet.

What we’ve done, quite simply, is uncover one of the world’s most exciting cars. The car that Car and Driver tested from 0 to 60 in 4.6 seconds, and in 13.1 seconds for the quarter mile. Figures that seem even more impressive with the wind in your hair.

We invite you to test your own responses by coming in for a test-drive.

All we ask is that you try to avoid drooling on the leather.

And the structure:

Pavlov hook → stimulus a premise→ the car is a stimulus → here’s how, specifically → imagine wind in your hair → you’re invited to feel that wind in your hair → punchline.

Remind you of anything?

“5 Gum. Stimulate your senses.”