Porsche revs up its ambassador program with Dua Lipa

Porsche chooses international pop star Dua Lipa as its new global ambassador. The carmaker has taken the songwriter and sports car enthusiast from the Jaguar stable, for which she has worked since 2018. A good way to capitalize on the general public’s unprecedented infatuation with the entertainment industry and rejuvenate its audience.

 

After having been the face of Jaguar, Versace, Puma and Yves Saint Laurent Beauté, Dua Lipa, the Grammy Award-winning British singer – and cast member of this summer’s blockbuster, Barbie – has just signed on as Porsche’s new global ambassador.

 

The German automaker chose the 28-year-old Kosovar-born singer because she enjoys an unrivalled aura, thanks to a string of musical hits and a particularly active fan community on social networks.

 

The Porsche family expands

 

It’s the most lucrative contract of her young career: a million dollars including a car, as the Sun newspaper announced this summer. Dua Lipa then joined the Porsche stable, after having officiated for its rival Jaguar from 2018.

 

The singer is no neophyte when it comes to cars, as the press release states: her passion dates back to childhood. And it’s precisely this point that the automaker is seeking to capitalize on.

 

Invited by Porsche – “her favorite team” – Dua Lipa attended the centenary edition of the 24 Hours of Le Mans in early June. It was an opportunity for the automaker to celebrate the 75th anniversary of Porsche in good company.

 

The singer shared a photo of the #5 Porsche driven by Dane Cameron, Michael Christensen and Frédéric Makowiecki. She also posted aerial views of the legendary circuit taken from a helicopter, as well as a selfie of herself from the grandstand.

 

A few months later, on November 29, an Instagram post by the German automaker announced the color with an enigmatic “the Porsche family is growing”. It showed the singer’s ringed hand running across the hood of one of the brand’s flagship models.

 

But it was not until early December that the official announcement was published, along with the visuals for the campaign, which was carried out at the Porsche Experience Center in Los Angeles, not far from the Hollywood studios. A logical choice, given that Dua Lipa played Barbie Siren this summer alongside actress Margot Robbie. Margot Robbie, who played the title role in Greta Gerwig’s Barbie, has since become a close friend of the singer. The pop star also shot a music video for the film’s disco-tinged title track, “Dance The Night”.

 

Dua Lipa appeared at the wheel of an electric Porsche Taycan, as well as current and historic Porsche 911 models.

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Featured Photo: © Porsche

Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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