Porsche Conducts a ‘High Speed Orchestra’ to Show Off Its New Sound System

The 60-second spot will air primarily on social

Porsche's new ad is all about sound. - Credit by Porsche
Headshot of Erik Oster

It shouldn’t come as a surprise that Porsche’s latest ad is about performance, but it’s probably not what you’re expecting.

Rather than its driving features, the new “High Speed Orchestra” spot by German agency Grabarz & Partner touts the performance of Porsche’s Burmester High-End Surround Sound-System.

To do so, the ad imagines an orchestra performing a perennial favorite, “Winter” from Vivaldi’s “Four Seasons” suite. Only, the musicians find themselves flying all over the place mid-performance, receiving no explanation from a confused conductor.

The analogy is made clear at the end of the spot when the action shifts to a Porsche driver rounding tight curves, followed by the line, “Taking the concert around corners.” It concludes with a promise that the sound system is available in “almost every Porsche” and an abrupt genre shift.

The 60-second spot will air primarily on social channels globally.

“We had a great time developing and realising a film that only a sports car manufacturer like Porsche can deliver with the required authenticity,” said Grabarz & Partner creative director Ralf Heuel.

“The depiction of high-fidelity in a vehicle in an interesting and emphatic way is by no means an easy task,” added Porsche director of marketing communications Robert Ader. “We are very pleased with the result and that the film has been so successful in the social media.”

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.