Porsche's take on 'Brad Meltzer's Decoded'
(Here's an article about the 5 spots Allocco's directed for Porsche and History)

December 2, 2010

Starting Thursday, Porsche Cars North America will run ads during "Brad Meltzer's Decoded," a new series on History Channel, that echo the theme of the new program. Just as "Decoded" features its host, author Brad Meltzer, striving to uncover secret symbols and codes tucked away in famous places, 60-second Porsche commercials during the show will explore the origins of the Porsche crest and the reasoning behind the cars' design features. It won't hurt, of course, that "Decoded" cast members will drive Porsche's new 2011 Cayenne S in all 10 episodes of the series.

Aligning ads with specific programs shouldn't be done lightly, suggested Scott Baker, manager of marketing communications for Porsche. Marketers will just be spending extra money and time without extra gains if the programs and their themes don't align pretty closely with the ad messages. "You're probably not helping your [media] partner when you're integrating something into an environment where it doesn't make a lot of sense," Mr. Baker said.

If marketers have to choose wisely, though, so do networks. "They have brands that are important to protect, as do we," said John Dailey, VP-Eastern regional ad sales for HGTV.