Porsche Honours Garage Mentality with AI Campaign

A new campaign from Dentsu International, Porsche, RSA Films, and Black Dog Films director Del Reginato pays tribute to garage mentality, celebrating entrepreneurs as game changers.  

The garage was the birthplace of Porsche. More than a physical place, the garage represents this fearless mindset. With little more than a good idea and a great amount of courage and determination, countless entrepreneurs made their first steps into building a business in the garage.  

To connect with entrepreneurs, Porsche is paying homage to ‘Garage Mentality’ with an online video campaign from director Del Reginato and an online AI business coach that answers all questions related to entrepreneurship. 

Entrepreneurs have always been important to Porsche. They are the game-changers of society, helping move the world forward with creativity, spotting opportunities where others see barriers with the determination to turn dreams into reality. “That is the mentality that Porsche stands for and we want to encourage” says Ruurd Neurink, marketing and communications manager at Porsche Netherlands.  

“That fearlessness is something all entrepreneurs have in common. You need guts, resilience, and perseverance to make something out of nothing. Especially in times of unrest and uncertainty, taking the leap to start your own business is not an easy one. That is why we support and encourage (future) entrepreneurs to hold on to their fearless mindset with this campaign” explains Britt Boss, strategist at Dentsu Creative Amsterdam.  

Dentsu chief creative officer, Kika Douglas comments, “We trained the AI business coach to think and communicate like an entrepreneur with the Garage Mentality. To do this, the system draws on all possible available content that corresponds with this mentality, combined with pearls of wisdom from local Dutch entrepreneurs that we added. So, whenever entrepreneurs get stuck inside their own head, they can consult the collective brain of many others that have preceded them.”  

To launch the AI, well-known Dutch entrepreneurs, Guillaume Philibert (Filling Pieces), Merel van Helsdingen (Nxt Museum), Ron Simpson (The Avocado Show), Renée van Wijngaarden (1/OFF Paris) and Tom Peeters (Crisp) were invited to share their stories and advice and feed this to the AI business coach for the next generation. 

The campaign runs until May 7th.