When JWT/NY began to put together the concept for the groundbreaking DISCOVER AMERICA Campaign to promote tourism to the USA, the musical idea was to license and rerecord an iconic song which sang the praises of the country without all the inherent chest beating and jingoism. The performer would also be iconic. Someone whose presence embodied the “American Spirit”.nn
nnAs a major recording artist in her own right and a prominent member of one of America’s most influential musical families, Rosanne Cash was JWT’s choice as performer. The only problem was that they had no song. Of the very few available possibilities, nothing completely met JWT’s criteria. nnNYC based music house NY Noise had already been tapped by JWT’s Director of Music, Paul Greco, to produce the project. Greco knew the NYN / Rosanne Cash creative relationship to be a long and successful one. Among the many projects they’ve collaborated on, NYN‘s CD Rick DePofi co-produced Rosanne’s critically acclaimed album, The List (EMI), along with Rosanne’s husband (and NYN writer / producer) John Leventhal. nnJWT’s solution was for Rosanne and John to write an original song: a musical invitation for the world to visit this amazing country. Land of Dreams was the result. Working directly with JWT’s team which included ECDs Bill Oberlander, Jim Hord, Dave O’Hare, John Doyle and Director of Brand Production Matt Anderson as well as @Radical Media director Dave Meyers, NYN‘s DePofi and Leventhal produced an Americana infused song that evolved from a supporting role to becoming the very essence of the Brand USA “DISCOVER AMERICA“campaign. nn”Land of Dreams” is available for free download at www.DiscoverAmerica.com.nnCreditsnClient: Brand USA CTPnCampaign: Discover AmericannAgency: JWT/NYnExec CD: Bill OberlandernExec CD: Jim HordnExec CD / AD John DoylenExec CD / CW: Dave O’HarenDirector of Brand Production: Matt AndersonnDirector of Music: Paul GreconGlobal Business Director: Megan KentnBusiness Director: Sean McCarthynSr Producer: Kimberly EdwardsnnProduction Company: @ Radical MedianDirector: Dave MeyersnExec Producer: Jim BouvetnProducer: Scott CunninghamnDirector of Photography: Danny HielenProduction Supervisor: Angie RevellnnEditorial: The White HousenExec Producer: Lauren HertzbergnProducer: Alejandra AlarconnEditors: Trish Fuller, Jen DeannnMusic House: NY NoisenExec Producer: Craig BishopnProducers: Rick DePofi, John LeventhalnMusic Mixer: Rick DePofinOriginal Composition: Land of DreamsnSongwriters: Rosanne Cash & John LeventhalnRecording Artists: Rosanne Cash w/ Bebel Gilberto, David Hidalgo, Treme Brass BandnnAudio Post: Sound LoungenMixer: Tom JucaronennAbout Brand USAnBrand USA was established by the Travel Promotion Act in 2010 to spearhead the nation’s first global marketing effort to promote the United States as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity began operations in May 2011 and does business as Brand USA. Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel. Through its call-to-action—DiscoverAmerica.com—Brand USA inspires travelers to explore the United States of America’s boundless possibilities. For industry or partner information about Brand USA, visit www.TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at www.DiscoverAmerica.com.nnAbout NY NoisenServicing both the commercial and entertainment communities, NYN is an award winning music house with studios located in the heart of NYC’s Flatiron District. Recording artists credits include: Paul McCartney, Elvis Costello, Shawn Colvin, Regina Spektor, Michelle Branch, Kris Kristofferson, Billy Cobham, The Wreckers, Joan Osborne, Marc Cohn, Charlie Haden. Commercial campaign credits include: KFC, Computer Associates, Kotex, Duracell, Sears Fashions, Barbie Generation Girls, Reeses Puffs, Danonino, Diet Dr. Pepper, Subway, Detrol, Folgers. For additional information check out NY Noise on Facebook, nynoise.com or contact Executive Producer Craig Bishop at 212.620.9699.
Contact:
Craig Bishop Exec Producer NY NOISE Music Productions 212.620.9699 Contact Craig via email
SPW Category:Music and Sound
ABC Fine Wine and Spirits Embraces Dry January With Cheeky New Ad Campaign
New work for ABC Fine Wine & Spirits, "Dry January 2025," out of creative shop Bacon & Eggs, Los Angeles.
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
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