Core disciplines: Advertising/Creative, Branded content, Digital



Drum was incredibly excited to have secured the first car product placement deal with CBS in a Carpool Karaoke Porsche special with James Corden from The Late Late Show and Maroon 5 singer Adam Levine, for its recent work with Porsche.

Porsche wanted to position itself as leading the way in native communications, moving beyond standard formats and into spaces that are ‘closer’ to the editorial experience. In order to do this, Porsche had to position itself not as an advertiser but as the bringer of added value. Partnering with The Late Late Show and Maroon 5's Adam Levine - a self-confessed Porsche lover - Drum seamlessly positioned the brand as an authentic part of the Carpool Karaoke experience, not just in the commercial spaces in between the show.

The campaign sees Adam Levine join James Corden for one of his legendary Carpool Karaoke sessions in the new 2018 Cayenne Turbo. As they hit the racetrack at the Porsche Experience Centre LA they perform some of Maroon 5’s best known hits including Moves Like Jagger, Cold and Sugar.



Although the film only went live at the end of May it already has over 6.5 million views.
Within 24 hours of going live the film was trending at the No. 2 position on YouTube.



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