1988 · Automotive

Porsche

Get More Fresh Air

The headline borrows a doctor's stock advice -- 'Didn't your doctor tell you to get more fresh air?' -- and answers it with a 911 Cabriolet. The trick is reframing: an open-top sports car, the definition of a luxury splurge, gets dressed up as sensible health policy, which gives the long copy a straight face while it sells indulgence. The medical setup also flatters the reader as someone whose only problem is not enough open road.

Category

Automotive

Decade

1980s

Period

Late-80s 911 campaign

Origin

Porsche 911 Carrera Cabriolet print advertisement

Format

Vertical print