Agency Marcus Thomas recently collaborated with tastemaking music company DeepMix to compose a new song with an iTunes tie-in for its Troy-Built campaign. The pop track “World Goes By” by artist Tom Luce is “Shazamable” via the commercial, which broke on TNT, HGTV, The History Channel and The Weather Channel. Viewers can then download the full-length song via iTunes. nnThe spot, “Saturday after Saturday,” tells the story of a single man planting a tree. He watches it grow over the years, marking his life’s evolution to married with a family. The spot’s DeepMix-produced song “World Go By” by artist Tom Luce is an infectiously catchy track that speaks to the quiet power of a life well lived. LUCE, Tom’s band, recently put out three full-length CDs and an acoustic EP including fan favorite “Good Day” previously featured in numerous major motion pictures. This re-release was a factor in considering the Troy Bilt collaboration, for a full marketing reach for advertiser and artist. nnnn”We had an amazing experience with DeepMix; they created a track that embodied the spirit of the brand while retaining the authenticity of a stand-alone song,” commented Marcus Thomas copywriter Tony Pichotta. “Music was a critical factor to this campaign so it was rewarding to collaborate with a team that shared our enthusiasm for the endeavor. The result honors both the music artist and the brand.” nn”We chose Tom Luce as the featured artist because he such great writing and storytelling instincts and is exceptional at crafting songs that can support a visual narrative,” said Dave Curtin, DeepMix Managing Director and Executive Music Producer. “He has a great following but we wanted to open up the exposure further – having the Shazam-integration is the perfect way to connect audiences to the song and the spot with a call to action.” nnOn a number of occasions, DeepMix – inspired by a :30 original music assignment – has managed a music single release as a benefit to everyone involved in the project. “Basically, the artist wins via the exposure and media buy, the brand wins by having the authentic artist tie-in and additional artist promotion, the agency wins by pushing the envelope creatively a little further, and we win as a company producing and managing the process,” acknowledges Dave Curtin. nnDeepMix was just awarded the gold Addy for Best Sound Design for its work on EA SSX, and recently completed a new spot for Bridgestone Golf Balls. Now in its 10th year of business, DeepMix enjoys a partnership with the W Hotel in Hollywood where Dave Curtain curates and books talent for a live music series night called Station Unplugged.nnTroy Bilt Project CreditsnnAgency: Marcus ThomasnManagement Supervisor: Eran WebernAccount Supervisor: Anthony DelVecchionAssociate Partner, Creative Director: Jamie VenorskynAssociate Creative Director: Brian RoachnCopywriter: Tony PichottanArt Director: Jonathan SchmittnVP, Production Director: Nikki Di FranconnProduction Company: The CartelnEP: Faith DektornDirector: Rob Feng (now represented by Paydirt)nnVFX: Ring of FirenExecutive Producer: John MyersnCreative Director/VFX Supv: Jerry SpivacknSenior VFX Producer: Casey ConroynVFX Producer: Justin BeauprenAsst. VFX Producer: Tammie SmallsnVFX Coordinator: Derek SchmidtnLead Flame Artist: Shelly DutchernFlame Artist: Brian PetrasnFlame Artist: Marla BarrettnFlame Artist: Michelle KoukinMotion Graphics: Stephen GrimmnnMusic: DeepMixnCreative Director: Dave CurtinnMusic Artist: Tom LucennEditor: Fred Fouquet
Jessie Nagel Hype 323.938.8363 x102 Contact Jessie via email
ABC Fine Wine and Spirits Embraces Dry January With Cheeky New Ad Campaign
Bacon & Eggs, the creative shop known for its witty, imaginative and disruptive advertising, has created an innovative campaign for ABC Fine Wine and Spirits that playfully tackles the Dry January's impact on its business head-on. Through the campaign, Florida's largest family-owned wine and spirits retailer proudly proclaims its support for Dry January even as it shares its extensive selection of wines, spirits, premixed cocktails and beers found within 127 stores across the state. In the campaign's signature spot, ABC Fine Wine and Spirits cheekily announces its enthusiastic support for Dry January, then proceeds to describe its tantalizing array of velvety cabernets, perfectly frosted IPAs, and smooth whiskeys — all while insisting, of course, that viewers "definitely shouldn't" indulge in these libations during the month. "Most alcohol retailers either push non-alcoholic alternatives or go quiet during Dry January," explains Kia Zomorrodi, founder and chief creative officer of Bacon & Eggs. "We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren't. The campaign's reverse psychology approach lets ABC own the conversation while showcasing its impressive selection in an entertaining way." The campaign arrives as ABC Fine Wine and Spirits aims to maintain brand engagement during a traditionally quiet period for alcohol sales. "This campaign perfectly captures our brand personality while acknowledging the reality of Dry... Read More