Porsche and Atari put two Taycans head-to-head in the world’s best game of Pong in new campaign via DDB Group Melbourne and Airbag

March 28 2023, 11:14 am | BY Ricki Green | 25 Comments

Ahead of this week’s Australian Grand Prix, Porsche Australia has partnered with legendary video game creator Atari to put two electric Taycans to the ultimate, heart-pumping test in a game of Pong in a concept created by DDB Group Melbourne with technical production and direction by Airbag.

 

Taycan Arcade puts a futuristic twist on the neon-soaked arcade classic. Two geofenced Taycans go back and forth in a game of arcade tennis, pushing the electric vehicles and their performance drivers to the limit as they rally a 150km/hr AI-controlled drone between them.

The experiment, created in controlled conditions in Victoria, is the innovative demonstration of the Taycan’s handling and beauty, confirming Porsche’s position as the leader in the premium electric vehicle market.

In addition to its rollout across international Porsche channels, as well as activations in local dealerships and at the Australian Grand Prix in Melbourne, the online Taycan Arcade game lets you customise your very own Taycan and compete in an 8bit experience.

Says John Murray, marketing director, Porsche: “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.”

Says Psembi Kinstan, executive creative director, DDB Group Melbourne: “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.

“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.”

Taycan Arcade is the next chapter in Porsche’s Soul Electrified electric vehicles story. To see the full experiment, play the game, and customise your Taycan, visit: taycanarcade.com.au.

Porsche and Atari put two Taycans head-to-head in the world’s best game of Pong in new campaign via DDB Group Melbourne and Airbag Porsche and Atari put two Taycans head-to-head in the world’s best game of Pong in new campaign via DDB Group Melbourne and Airbag Porsche and Atari put two Taycans head-to-head in the world’s best game of Pong in new campaign via DDB Group Melbourne and Airbag Porsche and Atari put two Taycans head-to-head in the world’s best game of Pong in new campaign via DDB Group Melbourne and Airbag

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
Managing Partner: Adrian Bosich
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