Tennis Star Świątek Shares Unbeatable Spirit In Porsche ‘Be The Change, Stay Yourself’ Campaign For Macan EV

A tennis-themed March 2024 ‘Be The Change, Stay Yourself’ campaign in Poland from Porsche promoting its all-electric Porsche Macan model was fronted by athlete ambassador Iga Świątek themed around change and transformation.

Timed to leverage spiking tennis interest around the 2024 Indian Wells tournament (which runs from 3 to 17 March and is now officially known as the BNP Paribas Open) – a particularly smart move as Świątek won the tournament – it was led by a spearhead spot showcasing Świątek’s pinpoint accuracy, huge intensity and her endless appetite for winning.

The campaign, developed with creative agency DDB Warsaw with production outfit Papaya Films and sound/video post-production by Juice promotes the new all electric version of the auto brand’s bestselling SUV 10 years after its original launch.

The hero spot, helmed by Director Michał Misiński and Cinematographer Michał Englert, rolled out from 18 March and features dynamic shots and editing and draws parallels with the pace and intense fervour of elite tennis and the Macan driving experience.

The campaign’s original music was composed by Radzimir Debski (JIMEK) – who is also a Polish Porsche ambassador – who aimed to create a soundtrack which reflected the evolution of the tennis star and the car

The hero spot rolled out across TV and online platforms and was supported by a pair of press photos of Iga Świątek in a Porsche Macan which aimed to capture a ‘modern and dynamic character’.

The insight and endorser/product comparative behind the campaign is that Swiatek has had a significant impact on the balance of power in women’s tennis, just as the Macan has had a huge impact on the Porsche range and across the premium/luxury SUV segment. Thus the campaign title/slogan ‘Be The Change, Stay Yourself’ blended the young tennis star and the new Porsche launch and positioned them as benchmarks for quality, change and progress.

“Change can sometimes be difficult, but for me it is synonymous with new energy, strength and the joy that accompanies it. They usually come out for the good, so I am glad that through my participation in the campaign I have the opportunity to be part of the changes in the Porsche brand, which is the introduction of the electrically powered Macan.”
Iga Świątek

“Without change there would be no development, and the success story of both Iga and Porsche shows that it is worth taking risks and setting new standards. Working with Iga on this campaign was a natural fit for us.”
Porsche Brand Director (Poland) Wojciech Grzegorski

“We managed to capture dynamic and diverse shots that reflect Iga’s style of play on the court. Working with her has been very smooth. It’s a great pleasure to witness her technique and talent up close and translate it to the film language.”
Papaya Films Producer Kamila Zawada

“Teaming up with Porsche is always a pleasure – their briefs spark creativity, and the freedom they offer allows us to collaborate with extraordinary talents like superstar Iga Świątek. I’m genuinely proud of what we’ve achieved, and I hope viewers can sense that depth when they see the final product.”
Papaya Films Director Michał Misiński