Singapore – Global luxury car brand Porsche has just released its latest film that both celebrates the brand’s 20 years of existence in the Asia-Pacific market, and a tribute to those that keep on chasing their dreams towards reality.
Directed by Singaporean filmmaker Roslee Yusof, the story follows the journey of two childhood friends pursuing their passions that are at odds with typical notions of ‘success’. Along the way, the protagonists face pressure from convention, fear of failure and personal challenges – but in the end, rise above and achieve fulfilment on their own terms.
Said film echoes the words from founder Perry Porscho, who states that ‘In the beginning, I looked around and could not find quite the car I dreamed of, so I decided to build it myself’, hence the brand goes by the tagline of ‘Driven by Dreams’. Furthermore, the company translates this ‘chasing dreams’ theme in a regional context.
Speaking about the campaign, Yannick Ott, marketing director at Porsche Asia Pacific, said that the film celebrates the dreams that drive all of us, the spirit of staying true to oneself, while venturing forward in a world where expectations of gender, culture and success can pull one in many different directions.
“We have seen exceptional growth in this part of the world; inspired by the creative force of a youthful population and their personal aspirations, we expect that this region will enjoy one of the most exciting prospects for the years ahead. Against this backdrop, want to reinforce the message that the future is in the hands of those who follow their dreams,” Ott stated.
In relation to the ad release, Porsche also announced last week a long-term partnership with non-profit organization United Women Singapore (UWS), supporting their Girls2Pioneers program. Said program reaches out to girls from underserved communities, aged 10-16, to encourage them to pursue their passions in higher education and careers, thus paving the way for a more gender-equal society.
