Audi’s integrated activation of its Emmy Awards sponsorship – which ranges from debuting a Clare Danes fronted ‘Smart Peformance’ film, to a green room partnership with fashion designer Altuzarra and backing the pre-Emmy celebration event – revolves around its TDI clean diesel models.
2013 marks Audi of America’s third consecutive year as the Official Automotive Partner and Green Room sponsor of the Academy of Television Arts & Sciences (the body behind the annual Emmy Awards) and all aspects of its associated campaign revolve around its eco TDI (Turbocharged Direct Injection) vehicles with the aim of amplifying the company’s dedication to efficiency and high-performance.
The ‘Smart Performer’ spot will roll out in the lead up the 65th Emmy Awards with a shortened 30-second teaser released during NBC’s Sunday Night Football programme and the full director’s cut version previewed online via Audi’s YouTube page.
The first full unveiling of the full, all-new Emmys edition of the video will debut on 22 September during the Emmys Award Show itself.
The objective of the humorous film is to personify TDI smart performance via a storytelling experience that sees the Homeland star (and Emmy Award winner) play a parallel version of herself through two narratives about choices and consequences.
‘I really liked the concept of the story as it was both clever and fun,’ said Claire Danes. ‘The story also had a sweetness to it and it was a nice change of pace to play such a lighthearted character.’
Also, as the sponsor of the Green Room at the 65th Emmy Awards, the car marquee is collaborating with premium fashion brand Altuzarra to create a stylish and luxurious backstage space for nominees, presenters and award recipients.
The objective was to use the space to bring to life several key Audi TDI features – from the materials, to the lighting and the furniture – focusing on elements of efficiency and luxury.
Audi worked with designer Joseph Altuzurra on both green room itself and on the decor and red carpet looks for the Audi pre-Emmy celebration at Cecconi’s (West Hollywood, California).
This event further builds on Audi’s growing heritage for hosting annual exclusive parties to kick off awards week.
‘I am thrilled to partner with Audi to design the Green Room at the 65th Emmy Awards and to be a part of the brand’s annual pre-Emmy celebration,’ comments Joseph Altuzurra.
‘The aesthetic and principles of Altuzarra align perfectly with the Audi brand, specifically the focus on sophisticated modern silhouettes and unparalleled luxury. I look forward to bringing these features to life at this year’s Emmy Awards.’
The Emmy Awards, which this year are hosted by Neil Patrick Harris, celebrate and honour outstanding achievement in national television programming through award categories such as writing, directing and performance, to costume design, cinematography, lighting and music.
Furthermore, a fleet of Audi A8 L TDI and Q7 TDI vehicles will chauffeur some of television’s biggest stars to the awards and surrounding events.
Comment
Audi broke all-time company sales records in the USA in 2012 and so continues its celebrity and star-led sponsorship strategy which has been a core part of this recent success.
Indeed, there seems to be no shortage of interest in Danes and Audi with the pre-release film version racking up 730,000 YouTube views within 48 hours.
‘Audi is honoured to once again support the Television Academy in recognizing the most talented and brightest stars in television,’ says Audi of America’s Marketing Director Loren Angelo.
‘Audi’s collaboration with the Academy continues to evolve across multiple platforms underscoring the brand’s roots in the entertainment industry. This year we look forward to showcasing Audi’s dedication to performance, technology and style through our TDI vehicles, and what better platform to highlight performance than at the 65th Emmy Awards, television’s biggest night.’
The Audi Green Room, which will be revealed on 18 September during the Red Carpet rollout for the 65th Emmys telecast, will be a part of ‘Backstage Live’ element of the event – a unique digital multi-screen destination on Emmys.com and CBS.com/emmy-awards that offers fans a robust and immersive Emmy viewing experience simultaneous to the CBS broadcast itself.
The CBS.com/emmy-awards show is also presented by Audi and will include special features such as a Red Carpet online pre-show, live footage behind the scenes of the Emmys telecast, engaging content related to the nominees, and social media activity.
Link
Audi ‘Smart Performer’ Short Film
http://www.youtube.com/watch?v=JErgxLbayJ0
Audi USA Website
Altuzarra Website
Emmys Website
Emmys Twitter
@primetimeemmys
Emmys Facebook
www.Facebook.com/PrimetimeEmmys
