Name a brand or media channel and Bill Green’s probably worked on and in it. An art director by trade, he’s focused on an overall holistic approach to brand madness that merges the worlds of traditional, digital and social – whatever it takes.
Having worked previously with Darryl and Humongo and current AdVerve podcast partner with Angela, he’s currently doing creative strategy and pitch development with BFG in Hilton Head. The ad blog Make The Logo Bigger is about his experiences in the world of advertising and beyond.
Angela Natividad is a strategist, copywriter and journalist based in Paris. She writes MarketingProfs’ #SocialSkim, is a frequent guest on marketing podcast The Beancast, and co-hosts AdVerve the podcast. Most of her secret thoughts are on her blog, Live and Uncensored.
Darryl Ohrt is a former punk rocker, and Executive Creative Director at Carrot Creative, in NYC. In addition to his posts here, he also writes for Advertising Age’s Small Agency Diary, as the voice of the small guy in a big, big world.
After founding the legendary agency Humongo, he sold out to the man, left the entrepreneurial life and joined Carrot. Now he’s the self proclaimed Prime Minister of Awesome, and he’s tweeting, blogging, and exploring the internets as if it matters. He knows just enough to be dangerous, and is always ready for action.
In college we were told that only 6% of music lovers listen to lyrics, which struck us as crazy because how do you know what the goddamn song’s about?
Time and experience indicate the stat may be true. Most people don’t care about lyrics. But that doesn’t exempt brands from doing the same, particularly when they use popular music to punt whatever it is they’re selling.
Imposing yourself on a community to sell something is already regarded as a superficial act; failing at pop culture due diligence only packs the condemnation on.
All that is to say, wow, how awkward that Samsung used Lorde’s “Royals”, a condemnation of bling-chasing Gossip Girl-ified youth, to position its phone as the object of intense desire … for street kids.
The best part? They describe the ad — and the choice of song! — thusly:
Told from a child’s perspective, “The Developer” is a musical short film by Samsung featuring Lionel Messi and the hit single “Royals” by Lorde.
A mysterious stranger arrives in a low income neighborhood and captures the imaginations of the children who live there. He is “The Developer” and the children view him with a deep suspicion.
Together with his Samsung GALAXY Note 3 and GALAXY Gear, the Developer effortlessly masterminds a secret construction project. Using the latest in Samsung technology including Action Memo, Pen Window, Scrapbook and hands-free call capability on the Gear, the Developer orchestrates and executes his mysterious mission.
The children watch in awe. They reflect on their current situation by singing Lorde’s breakout hit “Royals,” a song about overcoming her own humble beginnings.
The spot concludes with a beautiful new pitch that has been constructed in the toughest part of town. The Developer is revealed to be the world’s reigning football star, Lionel Messi, fulfilling his personal mission to help under privileged children.
The events in this story are a dramatic retelling of actual projects completed by the Messi Foundation. The film was directed by Adam Hashemi.
Awkward. And not even just because of the lavish textual fondling.
Listen to the lyrics, listen to what the artist has to say about the song, find out why the damn thing resonates with people before incorporating it into your bigger story. Because this could have been nice, what with the Messi Foundation tie-in and all. Now it’s just … douchey, like the time François Hollande used “Niggas in Paris” for a campaign video.
And it probably cost a lot of money, too. So the only one coming out royal in this story is Lorde.
The talented melodysheep’s produced this epic remix of the Old Spice ads featuring Terry Crews. We hugged ourselves. We really did.
Via So Particular.
IKEA UK’s released “One Room Paradise,” a music video that glorifies the optimised small space. Worth noting:
While NYC has a program that puts pianos on the streets for everyone to enjoy, Yamaha tackles the exact opposite problem: how do you practice your piano at 2am without waking everyone else in the house?
The new Silent Piano makes magic in your headphones. Or, if you’re like classical pianist HG Lim, you can play your piano on the commute to the office.
Tiny Desk, an NPR segment that hosts little in-office concerts (which we love), recently relocated. To push the news in a way people would remember, it got OK Go to move with them … all while singing “All Is Not Lost”. The result? A video worthy of your Facebook wall.
Total takes: 223. Total number of times OK Go had to sing that song: hundreds, apparently.
This is A+ branded content production: it’s good standalone entertainment, the collabo feels natural and fitting, the message (the move) is clearly conveyed, and Tiny Desk’s persona shines through brilliantly and unmistakably. Just another reason to love NPR … and OK Go.
Artist David Marsh has recreated legendary album covers using Pantone color chips. In the process, he’s also curated a pretty good “best albums of all time” list.
Clench your sphincter in advance while Jimmy Kimmel’s camera team gets bright-eyed, bushy-tailed Coachella attendees to enthusiastically vouch for bands that don’t exist. We had this face on the whole time: >_<
If you lived in Nashville, you could have seen that dude from the Raconteurs make a record in front of your face. And then you could do the same. This is the way music used to be distributed before they had iPods.
Daft Punk. This is the launch of a new album like no launch of a new album in recent history. People might actually give an album attention again.
Because the late night tv commercials weren’t already enough brilliant buzz for the band, they’ve launched a partnership with Saint Laurent, showing how fashionably hot a helmet can be, if worn with the right sparkle suit.
If you ever read the book version of anything on TV that people are currently raving about right at this moment, this will soothe your soul. And possibly make you want to knock stuff over and bite things.
Okay, stupid question. But sometimes a melody makes deep stuff easier to sit through. (Ask Jay-Z.)