Porsche Cars North America and Cramer-Krasselt recently launched the new 2013 Porsche Boxster with a campaign paying spiritual homage to the irresistible, and timeless, draw of the Roadster.

Print, online and iPad experiences celebrate the roadster as critical touch point in the company’s history and success, showing how the redesigned 2013 Boxster takes cues from legendary predecessors such as the 550 Spyder and the Carrera GT, combining the core Porsche principles of purity, performance and authenticity with the freedom of spirit only a roadster can deliver. A spot for television and cinema—a first for Porsche in the U.S.—captures the emotional release of the driving experience.