Boutique music house The American Professionals’ principals Chuck Lindo and John Schulte wrote and produced the song that drives controversial Mancrunch.com spot. The song fades in as two male football fans demonstrate their affection for one another. The spot has been rejected by CBS to air on Sunday’s Super Bowl broadcast, and has triggered much debate in the ad world. View the spot here.
The song, titled “Kiss the Sky” was composed exclusively for the Mancrunch.com campaign. “Everyone assumes we’re singing “I wanna kiss this guy”, says co-founder Schulte, an advertising music veteran who serves as the shop’s Executive Producer. “The play on words is our little loophole around any perceived controversy.”
“We love everybody,” adds Lindo, Creative Director for the two year old LA/SF company.
The American Professionals have made their mark specializing in the creation of custom songs that sound like licensed music. “We’ve flipped the model upside down,” states Lindo. “We write songs that first and foremost promote our clients’ product or service, but in a stealthy way leave people wondering, ‘what song is that?'”
“Audiences are now used to hearing songs in commercials,” adds Schulte, “but they usually come in the form of licensed tracks. It sometimes takes perfect alignment of the planets to make this a 100% effective use of music in a campaign, given variables such as availability, cost, and relevance. Our mission is to create brand new music tailored for the campaign that sounds like something that might very well exist somewhere. The resulting familiarity attracts the audience to the message, ultimately.”
“Kiss the Sky” was written in the style of a late 70’s love ballad, with a splash of 80’s hair band. “It begged for something sincere and pretty yet subtly lunk-headed.” Lindo describes. “Mancrunch.com went nuts when they heard it.”
“The real benefit is having the ability control the song, and therefore the message and takeaway feeling. The advertiser isn’t beholden to lyrics or a style that are merely in the ballpark.”
Other recent work can be <a href="http://(www.theamericanprofessionals.com)“>seen here.
About The American Professionals
The American Professionals, LLC ((www.theamericanprofessionals.com)) produce original music and songs for radio, TV and the web. The company has offices in Los Angeles and San Francisco. They specialize in creating original songs for music driven advertising campaigns, and since 2008 have been redefining the role music plays in branding and promotion.
