Team Detroit recently called on Hollywood-based music house Musikvergnuegen to contribute to Ford’s new “Summer Spectacular” campaign, which was directed by Prologue Pictures.n nMusikvergnuegen, led by CCO/Composer Walter Werzowa and Composer John Luker, helmed the original music and sound design for the entire 15-spot package of “Blockbuster Deals” presented by Ford, which also included various cut-down versions, combinations and Hispanic versions.n nAn entertaining homage to every major Hollywood film genre, the trailer-style spots promote Ford’s 2013 fleet of top-selling models. Musikvergnuegen scored equally inspired music for each genre-driven spot (one per model), from superhero and apocalypse-style action flicks, to quirky comedy, horror and drama. The campaign launched on TV and online in July.n nEach spot drops viewers right into the action with highly entertaining “movie scenes” cut to an unmistakable trailer with a production caliber that makes viewers double take upon realizing it is a Ford commercial.n n”Our mission for the Summer Spectacular campaign was to have every spot feel like a real Hollywood blockbuster movie trailer,” says Michael Priebe, Team Detroit Creative Director. “That’s why we went to Musikvergnuegen, because they do this every day. The music tracks give the commercials a bigger-than-life feeling that grabs the viewer’s attention from the first scene. It was a fantastic experience to see Musikvergnkuegen giving the same enthusiasm and attention to :30 second TV spots as they would to real Hollywood movie trailers.”nn
nTo view Ford’s new “Summer Spectacular” campaign, please visit here.nnThe spoof nature of the campaign called on Musikvergnuegen‘s real-life movie marketing expertise in the sound realm, focusing on authentic timing and soundscapes attributed to world-class blockbusters. Classic blockbusters such as “Independence Day,” “Close Encounters of the Third Kind,” “Fast & Furious” and more became research material for the music within the trailers.n n”We’ve known the guys from Prologue for more than a decade now, so we’ve built a lot of trust and understanding with each other,” says Werzowa. “They came to us with rock solid ideas that offered us an enormous amount of fun and creative flexibility to explore musically and sonically. This campaign is much more than TV commercials; we took a movie marketing approach and made the spots feel just like real trailers.”n nMusikvergnuegen worked closely with Prologue from the project’s outset, completing a bulk of the work in three weeks. They began by reviewing the storyboards and temp scores that Prologue provided as a jumping off point. One of the biggest challenges, they say, was quickly communicating both the concepts and inspirations behind each genre, while also making sure the music production quality reflected the marquee action Prologue scripted and shot.n n”We created huge orchestras and huge sound palettes so the audience would believe it was a real movie they hadn’t heard about,” explains Luker. “We wanted to trick them in the first few moments. The inherent challenge was it had to feel like the footage was culled from a
Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More