eHarmony®, a well-known consumer Internet brand, recently introduced a new TV marketing campaign that offers hope and encouragement to single people who want to find their own true love. Music creative for the campaign was led by Los Angeles based music company Music Forever.nnFilm composer and Music Forever owner Anthony Marinelli was brought on as executive music producer to lend his touch to the campaign, which relies heavily on music and lyrics to celebrate the joy that comes from being loved for exactly who you are. “This is the first time we have created advertising for eHarmony that has no voice over. Music and images tell the brand story in a way that is more powerfully evocative than anything we have done before,” said Lucas Donat, CEO of DonatWald+Haque, eHarmony’s long-time advertising agency.nnMarinelli worked closely with Donat and the eHamony marketing team to determine song narratives and textures that conveyed each spot’s message and also maintained a cohesive sound for the campaign. One of the first spots in the campaign, called "If It’s Love" (song by the band Squeeze), features real eHarmony couples sharing intimate moments in a variety of settings – swinging on a hammock, singing karaoke, and sharing an underwater kiss. Another spot called “What If?” inspires singles to believe that eHarmony’s proven matchmaking process can introduce them to a partner who loves them deeply, genuinely and completely.nnPopular music from new artists as well as iconic songs were explored and both directions were chosen. “By bringing forward a large amount of artists and styles we were able to find those rare songs that worked on all levels,” noted Marinelli. “We made the whole process as smooth as possible by presenting music that was licensable and tailor edited to picture. It helps to have established relationships with publishers and labels – as soon as something was on the table my team made sure to get a deal in place so that the agency and client had all the options in front of them and could pull the trigger.”nn”It was definitely a quick turnaround especially when you’re talking about famous music artists – they’re notoriously selective, but we did it,” remarks Marinelli. “I was prepared to write original music or even take a well-known song and add additional music to help it fit the emotional arc of each spot. Either way, I needed to make the music support the most important message – that eHarmony is extremely successful at creating genuine, loving, long-term relationships.”nn
nClick here to view “If It’s Love” on online.nn nClick here to view “What If” on online.nnCreditsnAdvertising Agency: DonatWald+Haque, Santa Monica, CA, USAnCreative Director: Lucas DonatnArt Directors: Rich Pass, Marc Brugnoni, Laurenne SalanCopywriters: Jim Real, Brian MillernProducers: Kristen Roberts, Esther Perls, Elizabeth EspatnDirector: Errol MorrisnEditor: Kim Bica / ArcadennMusic: Music ForevernExecutive Music Producer: Anthony MarinellinMusic Editor: Clint BennettnAssistant Music Editor: Beau BonettinMusic Supervisors: Dana Sano & Libby UmsteadnMusic Clearance/Legal: Celeste ChadannContact Music Forever for a complete list of credits.nnAbout Music ForevernMusic Forever and composer Anthony Marinelli have been uniquely successful at creating music for well known films and hit records as well as hundreds of high profile and award winning ads including national commercial campaigns for Apple (multiple campaigns), Microsoft, Mercedes Benz, Chevrolet, Budweiser (Super Bowl), Southwest Airlines, Boeing, Accenture (Super Bowl), Sprint, Earth Communications Office, multiple campaigns directed by Joe Pytka, the iconic USA Today top 10 all time commercial This is Your Brain on Drugs, and currently running national campaigns for Shell and eHarmony, original film scores such as Young Guns, Leaving Las Vegas (Academy Award Winner), Time Code (Selma Hayek), Chapter 27 (Jared Leto & Lindsey Lohan), Internal Affairs (Richard Gere & Andy Garcia), 2 Days in the Valley (Charlize Theron & James Spader), and The Man from Elysian Fields (Mick Jagger), and the orchestral work In the Family Way, commissioned by the Los Angeles Philharmonic and premiered at the Hollywood Bowl. Anthony Marinelli began his career performing on albums such as the mega-hits Thriller (Michael Jackson) and Can’t Slow Down (Lionel Richie) and with such artists as James Brown & Afrika Bambaataa (Unity Power), Van Halen, Supertramp, Herb Alpert, Chuck D., Quincy Jones and more.Anthony Marinelli Music Forever 323-461-4646 Contact Anthony 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