How do you advertise a new direction for Porsche without just saying "because we wanted to make more money"? Play on the fact that "every Porsche answers one dream or another for everyone," that's how.

I quite like the advert actually, although I can't help but wonder who lay in bed at night longing for a Cayenne to solve their desires. I also pity the folk who really wanted a more conventional 5 seats in their huge saloon.