Not only that but web ads for the new Porsche 911 began to appear on the evening of September 11, the tenth anniversary of course of the terror attacks on New York and Washington.
Nobody in the US, or most other places for that matter, wants to be reminded of these events or to read something that makes it look like another one is on the way. So Porsche really should have been a bit more careful.
The Porsche 911 has been around since 1963, when the prospect of planes being flown by terrorists into buildings on a certain day was clearly beyond even Nostrodamus, and Porsche can hardly be expected to change the name of its iconic racer.
But you do sometimes wonder if some of these marketing whizzes live in the real world.