Muhammad Ali in 'Complete'.The campaign’s digital elements have been discontinued as well. Ali died on June 3 and was laid to rest Friday after a procession through his hometown of Louisville, Ky. Porsche says it ended the campaign as a show of respect. The ad was built on the premise that “greatness comes from within.”
“Compete” launched in December.
“We felt it appropriate to stop airing the ‘Compete’ TV spot and discontinuing online media featuring ‘Compete’ videos given the situation and out of respect for a great man and athlete,” a spokesman wrote in an email to Automotive News. “In these times, we want to be especially mindful of his family and as such will have no further comment.”
Agency Cramer Krasselt produced the spot and made sure every Ali movement was fitting of the legendarily swift heavyweight. The agency, which also used an Ali double, brought in one of his former trainers to consult them.
“He made sure that Ali’s double shuffled around like the boxing legend,” the automaker said in a December release announcing the ad campaign. “By the way, Ali personally approved the film script.”