Olympic champion freestyle skier and model Eileen Gu stars in a new ad for Porsche Macan Electric, embodying the compact SUV's power, style, and grace in a 70-second spot released Wednesday.
Titled "Taking the Wheel," the commercial highlights the athlete's record-breaking performance on the slopes, aligning her innovative freestyle skiing with Porsche's winning spirit.
The campaign continues Gu's partnership with the luxury car brand after joining its roster of endorsers earlier this year.
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Gu recently made an appearance at Auto China 2024, where the brand announced her as the new Macan ambassador.
Porsche also debuted a China-exclusive edition of the Taycan and premiered the all-electric Macan, strengthening its presence within the country.
Gu, who was born in the U.S., famously made headlines for her decision to compete for China at the 2022 Winter Olympics in Beijing.
At 18 years old, Gu broke records at the 2022 Olympics to become the youngest gold medalist in freestyle skiing.
Her most recent accolades include winning gold in SuperPipe at the 2024 Winter X Games despite a hip injury.
In recruiting athletes who embody skill and excellence, Porsche is able to maintain a solid brand voice that exudes greatness, elegance, and speed.
Fast and Furious
The commercial is a fast-paced montage that highlights all of the vehicle's qualities, opening with shots of Gu running down a busy sidewalk during the day, interspersed with clips of a turquoise Macan speeding along a road.
The athlete crosses the street, and the film shifts to a night scene. Gu's gym clothes transform into an elegant lavender dress, as she steps into a Macan of the same color.
She drives it through a tunnel, as the film cuts to footage of Gu in her element. Now clothed in black, she skis down massive snow-covered slopes as clips of her are juxtaposed with that of a black Macan.
After a short graphic that showcases the new vehicle's many possible colorways, the spot ends with Gu driving off into the horizon.
In addition to the spot, Porsche also posted a short behind-the-scenes feature of the production process.
Last month, Porsche also launched a massive campaign tapping international pop star Dua Lipa to direct and star in a short film for the Macan.
Editing by Katherine 'Makkie' Maclang
