From Mini Cheddars to the BBC, it’s been a smashing month for music in ad-land. Here are our top picks.
BBC Radio 2 – One of the family
BBC creative have done it again. I’m in awe of their ability to consistently produce such outstanding work, the quality of which rivals (and often even surpasses) the Wieden’s and Droga’s of the ad-world.
Their new campaign for Radio 2 was created in response to huge growth in radio listening figures across the board – which have been enormously boosted by lockdown.
Set to the iconic and jubilant 90s R&B track ‘I Love Your Smile’ by Shanice, the charming, vintage-tinged campaign pays homage to the excruciatingly uncomfortable yet time-honoured ritual of the awkward family group portrait.
According to the BBC, one in four people in the UK listen to Radio 2 which, as BBC Creative points out, has left many feeling as if presenters are one of the family. This led to the idea of teaming presenters, including Sara Cox, Dermot O’Leary and Rylan Clark-Neal, with real families in order to wonderfully re-capture the feel of an awkward family-photo shoot, complete with ‘jump for joy’ moments and iconic matching outfits – straight out of the 80s and 90s.
Creative Agency: BBC Creative, Production Company: Riff Raff, Director: Max Seidentopf
Coordown – The Hiring Chain
To celebrate World Down Syndrome Day (Sunday 21st March 2021) CoorDown launched its global awareness campaign ‘The Hiring Chain’. The message: the more regularly people with Down syndrome are seen at work, the more they are recognised as valuable employees, therefore sparking a ‘Hiring Chain’.
The centrepiece of the spot is an original song, composed by Stabbiolo music and performed by legendary artist, Sting.
Sting’s warm vocal performance is akin to the feeling of being wrapped up in a big bear hug. The messaging is clear and thoughtful, the lyrics joyous and punchy. The song truly brings the spot to life, effectively narrating the watcher’s journey through the ‘Hiring Chain’ cycle, the culmination of which serves to enrich the message aimed at employers all over the world: that hiring a person with Down syndrome not only changes the life of the person concerned, but can trigger a virtuous circle of new opportunities for everyone.
While the subject matter underpins serious issues, it’s truly wonderful to see a film which centres diversity and inclusion in the workplace executed with such pure, unabashed fun and ebullience. A true joy to watch!
Note: Employers inspired by the film should visit www.hiringchain.org (created by Adoratorio). They will find the contact details for organisations around the world that can provide information, support and encouragement to get people with Down syndrome into their workplace. There is also in-depth information on employment and answers to frequently asked questions about creating an inclusive workplace.
Creative Agency: SMALL, Production Company: Indiana Production, Director: Rich Lee
Zalando – Your values. Here to stay.
Zalando’s spring 2021 campaign aims to encourage conversation around topical issues such as diversity, inclusion and women’s empowerment; amplifying Zalando’s commitment to celebrating progressive values that bring everlasting change in the process.
The campaign spotlights a diverse cast of athletes, activists and artists, inspiring audiences to broaden their views on topics such as gender fluidity and body positivity. ‘Your values. Here to stay.’ serves as an authentic celebration of individuality and those who stay true to their progressive beliefs.
The film is set to an exclusive track written and produced by up-and-coming queer Britsh rapper Mista Strange, who also features in the film. The hook ‘I’m just tryna be myself, not you’ accurately and succinctly encapsulates the campaign’s messaging, whilst effectively reflecting Zalando’s core brand values in the process.
Creative Agency: Anomaly Berlin, Directors: Terence Neale & Emilie Badenhorst
Mini Cheddars – Welcome to Cheddar Town
Fun. Silly. Fantastic animation. Great, catchy bespoke track. An all-round winner for me! Short. Sweet. To the point – like this review! Wonderful stuff from TBWA.
Now I want some Mini Cheddars…
Creative Agency: TBWA/London, Production Company: Blinkink, Director: Robert Strange
Aldi – There’s lots to like at Aldi this Easter
I think we’re all quick to welcome a bit of our joy into our lives at the moment and Aldi’s new Easter spot provides the healthy dose of serotonin that I’m currently in need of.
Set to the tune of Pete Rodgriquez’s instantly recognisable ‘I Like It Like That’ (NOT the Cardi B version), the toe-tapping track perfectly complements the cheerful, colourful spot and is best served to instantly grab audience’s attention, due to the widespread popularity of the track.
Personal highlight: the easter egg which is home to a mariachi band fronted by an undeniably fabulous easter bunny, complete with glitzy purple suit.
Creative Agency: McCann UK, Production Company: Merman, Director: Vaughan Arnell
More from Lizz: February’s Ad Roundup