It’s Ferdinand Porsche versus Elon Musk. Well, Ferdinand is long gone, but the auto brand he founded recently targeted Tesla with an audacious campaign. The Porsche Taycan competes directly with the Tesla in the electric sports car niche. On the roads of Switzerland there are about 20,000 Teslas, whose owners are all potential Taycan customers. But how to target them? It turns out that the Tesla’s dashboard screen has a very specific size and operating system. So TBWA Switzerland launched a targeted campaign using banners adapted to that size and which could only be served and played to Tesla drivers and their passengers. The ultimate targeted ad, now on a potential fast lane to the awards circuit.