Page Dimensions

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

Story and Details

At every turn in life, you find pressure. Some buckle under it, while others may even get through unscathed. But there exists a select few to whom pressure is not an adversary at all. To them, pressure is the very essence upon which they operate. Porsche has been the cornerstone of this select group since its founder, Ferdinand Porsche in 1899, took his first ever car design to win a road race in Berlin. 

With the 917K, Porsche claimed their first overall victory at the 24 Hours of Le Mans on the 14th of June, 1970. For Porsche, it was precisely the pressure of that 1970 Le Mans endurance race where it found out what it was made of. This magazine ad, correspondingly published in 1970 and 1971, takes us back to the days of Porsche proving it had what it would take to ultimately claim 18 more victories at Le Mans. 

The beauty of this ad isn’t limited to the blurry scene from the 911 and 917K speeding by - with their headlamps on in the rain. While the imagery can easily transport you to the glory days of auto racing, its headline and message is still relevant today. Porsche, with the 911 and now 963 at Le Mans and the World Endurance Championship (WEC), continues the cycle of learning from pressure to create the fastest cars on and off the track. That’s part of what Porsche lovers love about their Porsche. Its strong ties to racing and racing lore. And how a Porsche gives you the experience of a race car even if you’re just on the streets and highways. Porsche owners take pride in the connection they feel to every Porsche that ever raced on a racetrack. 

Even though this ad is over 50 years-old, it’s still a blueprint for how Porsche designs and wants their cars to perform - and make you feel.