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 clever 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 ads, 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 Cheers, the Theme from Star Trek, and ‘Love is All Around’ from The Mary Tyler Moore Show. Real orchestral instruments, including harp and French horn, augment the gas-fueled players.
“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,” said Loren Angelo, vice president, marketing, Audi of America. “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.”
On Emmy Awards night, Audi’s fleet of vehicles, including the Q7 and SQ5, will also make a red carpet appearance, chauffeuring nominees and presenters to the celebration.
See all three musical spots in the creative works box below.