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.
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:
AGENCY: Venables Bell & Partners
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 MANAGER: Casey Warendorf
BRAND MANAGER: Hope Stadulis
GROUP STRATEGY DIRECTOR: Tonia Lowe
SENIOR STRATEGIST: Mike Riley
BUSINESS AFFAIRS MANAGER: Sametta Gbillia
BUSINESS AFFAIRS MANAGER: Yelena Kompaneyets
CREATIVE RESOURCE MANAGER: Jennifer Zhu
PRODUCTION COMPANY: RadicalMedia LLC
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
VFX PRODUCER: Jamie Loudon
VFX ARTIST: Mercedes Paulino
VFX ARTIST: Vivian Wei
VFX ARTIST: David Ince
EXECUTIVE PRODUCER: Karen Anderson
TELECINE: Company 3
COLORIST: Stefan Sonnenfeld
SENIOR PRODUCER: Katie Andrews