Creativity

Audi Recreates Iconic TV Theme Songs for Its Emmys Ads

Tunes to 'Cheers,' 'Star Trek' and 'The Mary Tyler Moore Show' Get the Automotive Treatment

By Jeanine Poggi. Published on Sep 14, 2017

Editor's Pick

Audi is using its engines to recreate theme songs to iconic series for its new Emmy Awards spots.

The three 30-second commercials, created by Venables Bell & Partners, feature the engine sounds of the Audi R8 V10 plus, TT RS and SQ5 "performing" the theme songs to "Cheers," "Star Trek" and "The Mary Tyler Moore Show."

It's the seventh consecutive year that Audi has sponsored the TV awards show, which has seen audiences ebb over the past few years. The 2016 Emmy Awards on ABC hit an all-time low of 11.3 million viewers, down 5% from the year prior. It generated a 2.8 rating in advertisers' favorite demographic, 18-to-49-year-olds, down 22%.

The ratings decline is reflective of the broader TV landscape, though, perversely making large live events like the Emmys all the more important for marketers that want to reach a lot of people at once. It also makes it more important for big-event advertisers to come up with special creative executions that will get viewers' attention.

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About

Credits

Date
Sep 14, 2017
Agency:
Venables Bell & Partners San Francisco
Client:
Audi
VP of Marketing:
Loren Angelo
Director of Brand Marketing:
Kenneth Bracht
Manager, Media/Branded Integration:
Benny Lawrence
National Advertising Production Specialist:
Faire Davidson
Founder, Chairman:
Paul Venables
Partner, Executive Creative Director:
Will McGinness
Creative Director:
Justin Moore
Senior Art Director:
Rich North
Copywriter:
Adam Wolinsky
Art Director:
Avery Oldfield
Senior Producer:
Matt Flaker
Director of Integrated Production:
Craig Allen
Business Affairs Manager:
Sametta Gbilia
Brand Director:
Jon Phillips
Brand Supervisor:
Justin Wang
Brand Operations Manager:
Casey Warendorf
Brand Operations Manager:
Hope Stadulis
Production Company:
RadicalMedia
Director:
Daniel Askill
Executive Producer:
Jim Bouvet
Executive Producer:
Frank Scherma
Head of Production:
Cathy Dunn
Producer:
Kathy Rhodes
Editorial:
Rock Paper Scissors
Editor:
Lorin Askill
Executive Producer:
Rana Martin
Producer:
Dre Krichevsky
Music Company:
Human | Post Human
Executive Producer:
Kamela Anderson
Composer:
Daryl Pinsdorf
Partner/Creative Director:
Gareth Williams
VFX & Finish:
MPC
Executive Producer:
Karen Anderson
Senior Producer:
Jamie Loudon
Mix:
Lime Studios
Associate Producer:
Kayla Phungglan
Executive Producer:
Susie Boyajan
Car Prep:
Westside studio
Account Manager:
Richard Najar
Account Manager:
Dave Kenney

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