UNIVERSAL MUSIC PUBLISHING GROUP, AUTHENTIC BRANDS GROUP ENTER AN EXCLUSIVE, GLOBAL PUBLISHING AGREEMENT TO REPRESENT ELVIS PRESLEY’S CATALOG UNIVERSAL MUSIC PUBLISHING GROUP, AUTHENTIC BRANDS GROUP ENTER AN EXCLUSIVE, GLOBAL PUBLISHING AGREEMENT TO REPRESENT ELVIS PRESLEY’S CATALOG. ole pushed production, mixing and mastering and then pulled all its strings to get the single onto iTunes the same day the campaign launched on YouTube. Reinhart, who hadn’t seen the campaign up until that point, went back to the studio to re-record the track, to give it the intimacy the spot called for. “If a grown man watches a commercial and it drives me to tears, I knew it would connect.”Īt that point, what was simply a cover for a commercial became a single. “Until I saw the mock up of the commercial,” says Foster, who was sitting in his car in rush hour traffic when the link came in and he watched it on his phone. Up until then, Foster thought he had simply struck a good synch deal. “Andres played the song and we said, ‘That’s it,'” Starkey recalls. They put the music to the storyboard and took it to Starkey. Over lunch in Nashville with Randall Foster, ole’s senior director of creative licensing, Kuypers asked if Reinhart would be interested.īy the following day, she delivered a demo with longtime collaborator Casey Abrams at the piano. Haley Reinhart Delivers Jazzy ‘Seven Nation Army’ CoverĪs it had happened, Reinhart was now signed to a publishing and recording deal with ole Media Management, who’d been actively pitching her to BBDO. “We’re very cognizant of using someone who is in their career arc and if we can be a pivotal moment for them, we want to do that.” The fact that Reinhart was a developing act was also appealing. “We’re really trying to make strides in the music space, and this is one of the ways we can do that,” says Kuypers. “My instructions were, ‘make me cry,’” says Kuypers.Įxecutives at BBDO knew her, not just because she’d ended third in the tenth season of American Idol back in 2011, but also because they’d heard her sing with Postmodern Jukebox and thought her voice was perfect for the emotion the spot wanted to convey. After listening to 35-40 artists, they commissioned demos from a handful. The Energy BBDO music team, led by Daniel Kuypers, sorted through some 120 songs before settling on “Can’t Help Falling In Love.” They listened to “all three zillion covers and the original,” says Kuypers, but wanted something more contemporary and tailored to the spot. Starkey fell in love with the concept. But BBDO also wanted to attach it to a song, as opposed to using generic background music like “Origami” had. Ordonez and his team came up with the love story of Sarah, an American girl, and Juan, a Spaniard, a bicultural couple who reflected the reality of the marketplace. The one-minute spot featuring a father and daughter bonding over the years through little origami figures made with gum wrappers was a huge success. The story of “Sarah and Juan” goes back to 2013, when Energy BBDO came up with a campaign titled “Origami” for Wrigley’s “Give extra, get extra” campaign for Extra gum, whose brand strategy is about making meaningful connections. “We had the perfect song, the perfect voice and the perfect story,” said Andrés Ordoñez, the evp and executive creative director of Energy BBDO, the Chicago-based advertising agency behind the campaign. “In 20 years in marketing, I’ve never seen the consumer reaction I’ve seen this early with any piece of advertising I’ve been affiliated with,” said John Starkey, Wrigley’s vp of gums and mints.
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