Ad of the Day: Porsche tousles an orchestra to showcase the power of its sound system
High-end car maker Porsche may be more known for its roaring engines and sleek designs than its sound system, but its new creative spot highlights its surround sound speakers by throwing a professional orchestra across a stage.
In ‘Highspeed Orchestra’ we see a symphony orchestra playing Vivaldi, when suddenly their music stands and equipment start swaying. The motion gets more agitated as the spot goes on, and musicians and instruments are tousled from side to side. The musicians and conductor look confused but play on – the timpani player even throws his mallets as his instruments slide away from him.
When the camera pans out, we see an audio speaker in a car. Pan out more and we see a Porsche Panamera hugging the turns of a windy Alpine road as a young couple listens to the orchestra. A tag of “Taking the concert around corners” displays as the viewer flags Porsche is highlighting its Burmester High-End Surround Sound System.
German agency Grabarz & Partner, produced the 60-second film, which will primarily be aired across social media channels around the world.
The orchestra scenes were shot with professional musicians in the concert hall of ‘Radio Romania’ in Bucharest, Romania, while the shots of the Panamera were captured on the Transfăgărășan Highway through the Transylvanian Alps, which, according to car expert Jeremy Clarkson, is ‘the world’s best road’.
Yessian Music Hamburg adapted the violin concerto ‘Winter’ from Vivaldi’s ‘Four Seasons’ to the 60-second clip and also delivered the hip-hop track for the final scene.
Porsche's director of marketing communications, Robert Ader, said: “The depiction of high-fidelity in a vehicle in an interesting and emphatic way is by no means an easy task. We are very pleased with the result and that the film has been so successful in the social media.”
Grabarz & Partner creative director Ralf Heuel added: “We had a great time developing and realising a film that only a sports car manufacturer like Porsche can deliver with the required authenticity.”
