Hometown. Horsepower.
Heritage.
Campaign Idea
Once the deal is done, the work begins. A three-pillar campaign built around Ernie’s life, his roots, and what Rochester means to him — with Porsche Rochester as the hometown standard.
Pillar 01 · Lifestyle
Loading the Cayenne.
Heading to work.
A recurring short-form social series. Cinematic, wordless, weekly. Ernie loading up his Porsche Cayenne and heading out to the gym, cages, or field. Lifestyle content that positions the car exactly where it belongs — inside the day-to-day of an elite performer.
8–12
vertical films / year
Weekly
cadence, in-season
POV cuts
in-seat, gym, field
Dealership
B-roll integration
A Day, Driven · Series
Pillar 02 · Documentary
A short film.
A hometown story.
Roots · Rochester
An 8–12 minute mini-documentary paying homage to Ernie’s upbringing, family, the coaches who shaped him, the fields he grew up on, and what Rochester means to him.
Porsche Rochester presents. A YouTube premiere, dealership screening event, cut-downs for social, and a PR push to local media.
01
Where He's From
Rochester roots. The neighborhood, the family, the field.
02
Who Shaped Him
Coaches, mentors, the people who saw it early.
03
The Work
Discipline as identity. Every day. Every rep.
04
Coming Home
What it means to represent the city on the biggest stage.
Pillar 03 · Positioning
Porsche Rochester.
For the best of Rochester.
Ernie is the anchor. The platform extends. Porsche Rochester becomes the hometown destination for elite performers across the region — athletes, founders, surgeons, artists. One dealership. One standard. One city.
Regional Reach
Rochester + surrounding Western NY as one connected market.
Local Credibility
Built with a hometown athlete, not imported from a national ad buy.
Ownership Experience
Every touchpoint feels like the standard of the city itself.
The Idea, In One Line
One athlete. One dealership.
One hometown.