Page Dimensions

Approx. 8 1/8" x 11" (20cm x 28cm)

Story and Details

Max Hoffman is an automobile industry legend with an eye for design. That’s why he’s the man who brought Porsche to the United States. His company, Hoffman-Porsche Car Corporation, was behind most of the print advertising for the brand in the 1950s, because Porsche didn’t have an advertising budget early on.

In 1963 Porsche ended their relationship with Hoffman and the recently formed Porsche of America Corporation (PoAC) took the wheel of their advertising. It seems they had an in-house team that started a national campaign from their Teaneck, NJ headquarters.

This ad unveils the 911 to the world. It was published in a variety of magazines throughout 1965 and 1966, including auto, business, and cultural publications. It reveals its fastback contour and sloping hood between bold round headlamps - design elements that form the silhouette of a car people dream about today. But 60 years ago the 911 was simply an evolution of a product line. Conceived by Ferdinand "Butzi" Porsche, it was the first radically new design from Porsche that broke away from their Type 356 body style.

Besides it likely being the first 911 ad to roll of the assembly line, it's also wonderful because it shows a perfect image of the car. Just the sports car parked front and center, illuminated by a dark background. How it might have been showcased at an auto show. Or what you'd encounter if you were walking around a dealership in the mid 1960s. The shape and features showcased and highlighted. Curves and angles that have come to define the 911

If you can manage to take your eyes off the beautiful car, you’ll read equally beautiful copy. Copy that is both poetic and nostalgic. A message intentionally crafted to market this new kind of car to a certain customer: “The ultimate car for getting from here to there in the quickest, safest, most enjoyable manner possible.” This is a line that surely resonated with someone who craved performance, but needed a vehicle for everyday life. And if that person had $6500, they would’ve experienced something many dream about - owning one of the very first 911s. Or buying a 912 for $4000.