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Music!

Ant Farm Teams Up With Childish Gambino for Far Cry 4

DDB-owned agency Ant Farm teamed up with rapper Childish Gambino for a new Far Cry 4 gameplay trailer set to the Gambino track “Crawl.”

In a lead-in to the gameplay footage, Gambino discusses his choice of “Crawl” for the trailer while hanging out with friends playing the game. The Ubisoft logo then appears onscreen, and a variety of in-game action plays out to the track for the remainder of the ad. It does a good job of mixing a variation of game footage — from what appear to be cut scenes to actual gameplay — to keep things from getting monotonous, and the footage does seem carefully tailored and edited to fit the song.

“Our goal for this trailer was to emphasize the perfect pairing of the song and game, and give fans a memorable musical and visual experience that is authentic to both artistic groups” said Ant Farm  VP/Creative Director Scott Cookson. “The chance to merge cutting-edge gameplay footage with a unique musical talent was an exciting and welcomed opportunity to produce a unique and stylized film that is both memorable and compelling to the brand.”
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Droga5 Swarms Taylor Swift with Kittens for Diet Coke

Earlier this month, Droga5 released the spot “Car Wash” as part of its “Get A Taste” campaign for Diet Coke. Now the agency is rolling out a new 30-second ad starring Taylor Swift and a whole lot of kittens.

In the spot, entitled “Kittens,” Swift is playing with a kitten when she takes a sip of Diet Coke and all of a sudden there are two kittens. She takes another sip and there’s an entire table full of kittens, and before the end of the spot the entire room is filled as the singer/songwriter is engulfed in a swarm of feline cuteness. “What if life tasted as good as Diet Coke?” says text at the end of the ad, before Swift works in a quick plug for her new album. Since everyone with a soul likes kittens, this one is sure to be a hit. Add in Swift’s star power, and a preview of a new track featured exclusively in the ad until the release of her new album on October 27th, and this is all but guaranteed millions of views.

The ad was launched online today and will make its broadcast debut this Friday. As part of the campaign, Diet Coke is also giving fans a chance to win “concert tickets and a flyaway trip for two to an upcoming performance through iHeartRadio.com, RyanSeacrest.com and other sites.” The brand is also sponsoring Swift’s co-host appearance on “On Air with Ryan Seacrest” on October 30th, the first time a celebrity co-hosts the entire program as well as the first time it is presented by a single brand. Read more

Sonos Visualizes Music in New Campaign

72andSunny has unveiled a new campaign for Sonos’ wireless hi-fi system which playfully imagines what different genres of music would appear as visually.

Taking the notion that Sonos can transform your home literally, the spots each match musical genres with a distinct visual style. So, for example, in the ad set to “Nous Etions Deux” by La Femme, a home is taken over by pop art, starting with spots covering random appliances. In other spots the folk-pop of Sylvan Esso is rendered in claymation, the electronica of Mount Kimbie melts the walls and the croon of Isaac Hayes is paired to (what else?) liquid gold.

Music for the spots was curated by KCRW Music Director Jason Bentley prior to the shoot, informing the pacing, mood and feeling for filming. This approach seems to have payed off, as the music and visuals, created using a combination of practical and CG effects, combine seamlessly, as the sounds seem to transform the space. The homes pictured, “designed to represent people around the world in all kinds of living spaces” are also perfectly matched to the music and chosen form of visualization. Shot over the course of five days in Argentina, everything comes together for a series of ads that imaginatively illustrate the benefits of Sonos’ product and are a lot of fun to watch. Read more

Skipintro Celebrates Relaunch of the Rijksmuseum

Dutch agency Skipintro celebrates the relaunch of the famed Rijksmuseum in a new campaign that puts Dutch music center stage.

The campaign includes a 30-second broadcast version, and 60 and 90-second online versions, of an ad showcasing the Rijksmuseum as a place to appreciate all forms of Dutch culture. Instead of tacking on music at the end of the production process, director Mattias Schut brought creative production outfit The Ambassadors on board at the start of the process to compose a piece of music that was then performed by a group of Dutch musicians in the museum’s main public walkway as visitors appreciate the art of the Rijksmuseum and the music simultaneously.

“From a musical point of view, being involved from the start of the creative process enables you to lift the production in a way that would be impossible to create in such fine detail without having a close relationship with the director,” said Sebastiaan Roestenburg, founder and sound designer/composer, The Ambassadors. “It was vital to start by researching the required feel of the music, so that we could create something that would truly work as the starting point of the whole production.” Read more

Starworks Group Rocks the Vote with Lil Jon in ‘Turn Out for What’

Starworks Group enlisted the aid of Lil Jon, Whoopi Goldberg, Lena Dunham, Fred Armisen and a host of other celebrities for a Rock the Vote spot set to a reworking of Lil Jon’s “Turn Down for What” as “Turn Out for What.”

The spot opens with Lil Jon informing Goldberg that he’s turning out for the midterm elections. At the polling center he meets a big fan and runs into Lena Dunham, who won’t reveal Girls spoilers to the rapper, much to his dismay. Around the video’s midpoint, celebrities start mentioning the causes they are turning out to vote for over “Turn Out for What.” (Surprise: Lil Jon is turning out for marijuana legalization.) Say what you will about the ad’s over-the-top approach, but it’s certainly received its share of attention, racking up almost 600,00 YouTube views since being posted earlier in the week. Read more

Ogilvy, David Team Up for Spotify


Ogilvy & Mather New York teamed up with Miami sister shop David in a new campaign for Spotify entitled “#thatsongwhen.”

The campaign is built around the emotional impact of music and how songs become linked to certain life events and then trigger certain memories every time you heard them. In “Waterfalls,” for example, a man talks about TLC’s 90s hit and how he will always associate it with an unrequited crush from middle school whom he taped the song for. It’s a cute story, and one which many viewers will be able to relate to on some level, even if (like a lot of Spotify users) they have never actually used a cassette player.

Other spots in the campaign include a man walking out on a job he was just fired from to Whitesnake and a soundtrack to some good old-fashioned teen vandalism. Vine celebrities Vincent Marcus and Kenzie Nimmo get in on the action as well, through a campaign component on that platform. It’s a fun approach which makes a lot of sense for Spotify, and the campaign also includes a social extension via a hashtag people may actually feel compelled to use, (#thatsongwhen) since it offers a way for people to tell their own stories. The campaign just rolled out in the US and will expand to the UK and Germany, featuring localized content for each market.

“The realness of this campaign is the key point,” Adam Tucker, Ogilvy New York president, told Adweek. “We wanted to tap into the truth about music and it was really important to tap into real people and their feelings and the songs that inspire them.” Read more

twofifteenmccann Crafts ‘#ThumbMoments’ for Pandora

twofifteenmccann have created a new campaign for online radio service Pandora, entitled “#ThumbMoments.”

Users of the service typically give a song a thumbs up to favorite a song, and a thumbs down to not hear the song on their station again. But on September 5th, twofifteenmccann and Pandora made the thumbs up much more meaningful. Fans who favorited a song by Lindsey Sterling, the song was interrupted by a live message from the star, followed by a one-on-one concert for the fan. Over the course of three hours, Sterling performed seven of these concerts for Pandora listeners. Their reactions form the backbone of the new online campaign, which debuted today.

The emphasis on the thumbs up emphasizes one of the service’s more recognizable features, and allows for Pandora to surprise fans of other artists with similar concerts in the future. Indeed, The New York Times reports that future “commercials will follow the same format, but Pandora declined to name participating musicians.” Additionally, hitting thumbs up for certain (unspecified) artists in the future will result in fans receiving “thumb gifts,” such as signed instruments.

“It was very emotional for listeners, and very emotional for Lindsey, too, because she could see them one-to-one in a way that she doesn’t even get to in a concert,” James Robinson, chief creative officer of twofifteenmccann, told The New York Times of the campaign. “She could see what her music meant to these people.” Read more

CAA Marketing Crafts Back-to-School Music Video for Old Navy

In something of a different direction for the brand, CAA Marketing crafted a back-to-school music video for Old Navy.

“Unlimited” sees a girl facing her doubts and insecurities,  personified by a Grimace-like creature called a Womp Womp, on the first day of school with a motivational anthem. While the four-minute song, written by Tony-nominated songwriters Benji Pasek and Justin Paul, might prove something of an endurance test for most adults, it provides a positive message in a very relatable situation, and the target audience (elementary school aged kids, especially girls) typically can’t get enough of this type of thing. It seems that the video is catching on, too, with over four million views since being posted at the end of July. Stick around for credits after the jump. Read more

Muse, Questlove Shine Light on Creatives for Honda Fit

Muse Communications taps Questlove in their new spot for the Honda Fit highlighting creative professions.

The 30-second spot features a musician (well, two counting Questlove), an architect and a stylist as The Roots drummer delivers an inspirational speech about going out and finding “your fit.” While the copy can come across as a bit cheesy at times, Questlove‘s delivery is on and it matches the rest of the spot well. Maybe it’s just a matter of the celebrity talent involved, but this campaign extension feels like an improvement over RPA’s flat “Fit For You” spots featuring Nick Thune — even without the same kind of budget. Stick around for credits after the jump. Read more

Great Guns Filmtracks Santigold for Pepsi

Production company Great Guns mixes molotov cocktails and soccer in their filmtrack for Santigold’s “Kicking Down Doors,” part of Pepsi’s Beats of the Beautiful Game visual album.

For Santigold’s filmtrack, director Andy Morahan was inspired by “The Christmas Truce,” a soccer-fueled temporary peace that took place between English and German forces on Christmas Day, 1915. “The English and German soldiers put down their guns and played some football in No Man’s Land,” explains Morahan. “I was thinking of a way to try and tell that story in a modern light. Obviously I didn’t have the budget for a war scene, but a riot was more reasonable as a severe stand-off between people. It’s showing football, and sport by extension, as this beacon for humanity.”

In the film, a riot breaks out, with molotov cocktail wielding forces squaring off against riot police. A group of boys falls asleep at the edge of the scene. When one of their balls makes its way into the heart of action, both sides throw down their arms and beginning playing an impromptu pickup game. It’s not a bad idea for a World Cup spot, but seems a bit stretched out as an over four minute music video — although you may feel differently if you actually enjoy the song.

Morahan filmed the scene in Kiev, which has seen its share of rioting in recent history, although he insists the location was chosen purely out of convenience. “I was in Prague and wanted to shoot it there but the budget wouldn’t fit, so we were only an hour flight from Kiev and I’d worked there before so knew some people there who could help me out,” he explains. “Really, it was just close by and it fit the budget.” Stick around for credits after the jump. Read more

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