Following Muhammad Ali’s death on June 3, Porsche have ended their ad campaign featuring the former professional boxer and activist.
The info was confirmed by a spokesperson from Porsche Cars North America, quoted by AutoNews: “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.“
Porsche’s spot, made by agency Cramer Krasselt, used a computerized likeness of the former professional boxer. In order to make it as realistic as possible, they also used an Ali double and they were consulted by one of his former trainers, only to get Muhammad’s final approval in the end.
In the description of the latest 911 video, featuring the Champ, Porsche wrote: “Greatness comes from within. From pitting you against you. Onto the greatest version of you. Through the magic of film, we get to see what would happen if Muhammad Ali stepped in the ring against himself. And if Magnus Carlsen sat across a board from himself.“
Suffering from Parkinson’s disease for three decades, Muhammad Ali lost the battle with life at the age of 74, at a Phoenix-area hospital, where he spent his last days being treated for respiratory complications.