Audi Orchestra Campaign for the 69th Annual Emmy Awards

Audi Orchestra Campaign | 69th Emmy Awards

Audi of America is returning for the seventh year as the official automotive sponsor for the Television Academy for the 69th Annual Emmy Awards. To honor television history, the automaker has turned its cars into musical instruments for a three-spot television campaign, titled ‘Audi Orchestra.’

The spots feature the engine sounds of the new Audi R8 V10 plus, Audi TT RS, and Audi SQ5 models as they rev their engines to recreate theme songs of three television shows that have influenced pop culture and generations of cultural dialogue.

The 30-second spots, by Venables Bell & Partners, are set in a white concert hall and feature the autos on treadmills, revving in time and pitch to ‘Where Everybody Knows Your Name’ from

Venables Bell & Partners launched an “Audi Orchestra” campaign for Audi centered around the brand’s sponsorship of the 69th Emmy Awards.

A series of three spots from VB&P promote the sponsorship with renditions of the theme songs from past Emmy nominees: Cheers, Star Trek and The Mary Tyler Moore Show. The catch? Each theme song is recreated via the engine sounds of the Audi R8 V10 plus, Audi TT RS, and Audi SQ5, with some accompaniment.

Progress is celebrating performance

Cheers

The Mary Tyler Moore Show

Star Trek

It’s a simple approach that really hinges on and underscores the sponsorship relationship. Each spot identifies the show, year and award it was nominated for before concluding with the tagline, “Progress is celebrating performance.” A bit limiting of a premise, the results also vary from spot to spot, with the melodies harder to discern in some more than others.

“Over the last several years, the wide array of captivating television programming has re-engaged America, so we wanted to celebrate the progressive role television plays in our culture as the automotive sponsor of the 69th Emmy Awards,” Audi of America vice president, marketing Loren Angelo said in a statement. “The annual Emmy Awards are a recognition of the power of television. ‘Audi Orchestra’ pays tribute to three of television’s most memorable shows with an interpretation of each theme song uniquely performed by the engines of our Audi products.”

Credits:
Advertising Agency: Venables Bell & Partners, San Francisco, USA
Founder, Chairman: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Justin Moore
Senior Art Director: Avery Oldfield
Senior Copywriter: Adam Wolinsky
Director of Integrated Production: Craig Allen
Senior Producer: Matt Flaker
Head of Brand Management: David Corns
Brand Director: Jon Phillips
Brand Supervisor: Justin Wang
Brand Managers: Casey Warendorf, Hope Stadulis
Group Strategy Director: Tonia Lowe
Senior Strategist: Mike Riley
Business Affairs Managers: Sametta Gbillia, Yelena Kompaneyets
Creative Resource Manager: Jennifer Zhu
Production Company: RadicalMedia
Director: Daniel Askill
Producer: Kathy Rhodes
Executive Producer: Jim Bouvet
President: Frank Scherma
Head of Production: Cathy Dunn
Editing Company: Rock Paper Scissors / NY
Editor: Lorin Askill
Assistant Editor: Andrew Berner
Managing Director: Eve Kornblum
Producer: Lisa Barnable
Music Company: Human
Producer: Kamela Anderson
Composer: Daryl Pinsdorf
Creative Director: Gareth Williams
Final Mix: LIME Studios
Audio Mixer: Rohan Young
Audio Assistant: Ben Tomastik
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan
VFX / Finishing: MPC
VFX Supervisor: Gizmo Rivera
VFC Producer: Jamie Loudon
VFX Artists: Mercedes Paulino, Vivian Wei, David Ince
Executive Producer: Karen Anderson
Telecine: Company 3
Colorist: Stefan Sonnenfeld
Senior Producer: Katie Andrews