Bacardi partnered with Groove Armada - trying to be innovative, aiming to generate a "deep and meaningful" connection with their market. The conclusion - a flop. But then again, maybe it achieved its goals. I decided to analyse this partnership, and include some footage of their presentation at Midem, because
This episode reviews a long term campaign by an insurance company, which uses "golden oldie" artists to target a very specific Seniors demographic. Outstanding concept, very well executed.
Episode 25 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights
This Vlog episode of looks at another winner from the UK Music and Sound Award, this time for the 2016 "Viral Online and Ambient Category". But a warning - this one is for grown ups only, and should have a restricted rating. Don't say I didn't warn you.
Episode 24 in
This episode looks at a UK TVC that won a UK Music and Sound Award for Best Sync in Broadcast Advertising. The song is a beautiful cover of David Bowie’s Heroes by Nicole Atkins. And the real life hero is Sir Jackie Stewart.
Episode 23 in a Video Blog by Bruce
Today we highlight an amazing piece of user generated content. A young One Direction fan wins an experiential "Meet & Greet" - and her video is priceless. An incomparable demonstration of the power of music to tap into the passion of fans.
Episode 22 in a Video Blog by Bruce Tweedie,
This one looks at the classic experiential "Meet & Greet" - competitions to basically get a selfie with your idol. Not creative, not quality ... but they work.
Episode 21 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights
Today we look at a new Australian campaign for Hahn beer - a bagpipe band battling a choir. As always I ask whether it's a creative concept, and the answer this time is yes!
Episode 20 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song
Reframing my analysis in terms of the fundamental tension between creativity and effectiveness. Art vs commercialism. Which gives me four questions or themes for future episodes:
1. Is it creative at the concept level? (Is anything, ever?)
2. Is it creative at the detail level? (Particularly the choice of music)
3. How good
I keep asking myself, why am I doing this?? (Trying to create a repository, a body of knowledge, exploring the use of music in advertising campaigns.)
Episode 18 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music
This one looks at how songs can really lift relatively boring ads to another level. Imagine these TVCs without music!
Episode 17 in a Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.
