DDB, Airbag and Porsche recreate Pong using electric vehicles
One of the earliest computer games made, Pong, is having a mini-revival in DDB Group and Airbag Australia’s new campaign for German carmaker Porsche.
Ahead of the Australian Grand Prix this week, Porsche Australia partnered with video game pioneer Atari to recreate Pong using Taycan electric vehicles.
Called Taycan Arcade, two Taycans with built-in geofencing go back and forth to rally a 150 km/hr AI-controlled drone between them to recreate the arcade tennis game.
“Porsche’s all-electric Taycan connects the brand’s history with an electric future. Of course, when it comes to putting two Taycans to the test, we needed an idea as exhilarating and original as the car itself,” Porsche marketing director John Murray said.
The free online companion video game recreating the experiment
Taycan Arcade was developed by DDB Group Melbourne with Airbag providing technical production and direction, aimed to showcase the EVs performance.
“An engineering feat as remarkable as the Taycan deserves an ambitious one-of-a-kind demonstration. John and the team at Porsche Australia have been exceptionally ambitious to take this idea and put it on the world stage,” DDB Group Melbourne executive creative director Psembi Kinstan said.
“Crafting a demonstration as elevated and exhilarating as the Taycan was our principal challenge, but one that Airbag and world-renowned drone technicians at XM2 pulled off with aplomb.”
DDB said the experiment was an “innovative” demonstration of the Taycan’s handling.
The demonstration also includes a free video game recreating the experiment in Pong’s classic 8-bit aesthetic, where players can also customise their in-game Taycans. The game will be rolled out across international Porsche channels, and will also be activated in local dealerships and at the Grand Prix in Melbourne
Credits:
Client: Porsche Cars Australia
Marketing Director: John Murray
Senior Marketing Manager: Mathew Shiels
Marketing Communications Manager: Hamish Fitzpatrick
Marketing Communications Specialist: Morgan Haynes
Agency: DDB Group Melbourne
Group Executive Creative Director: Psembi Kinstan
Creative Director: Giles Watson
Senior Art Director: Becky Morriss
Senior Copywriter: Jake McLennan
Head of Production: Sonia McLaverty
Managing Partner: Toby Beaumont
Business Director: Lucy Shearer
Business Director: Jiaan Koch
Head of Craft: Adam Hengstburger
Chief Technical Officer: Juan Garcia
Digital Design Director: Petar Zivkovic
Project Manager: Patrycja Skopinska
Planning Director: Chris Regan
Production Company: AIRBAG
Director: Jolyon Watkins
Exec Producer: Martin Box
Line Producer: Alan Robinson
Post Producer: Nick Venn
DOP: Richard Kendall
Aerial Specialists: XM2
Editor: Andrew Stalph (Mr Fox)
Sound: Bang Bang
Composition & Design: Tristan Dewey
Producer: Holli Dee
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