This is episode 2 of my video blog, analysing the effectiveness and creativity of music activations in advertising campaigns, sharing some insights with marketing and advertising people. This one looks at the launch of the Honda UNICUB, featuring the YouTube sensations OK GO. I look at the elements that have underpinned the effectiveness of this piece, including whether the music actually worked. And then pose the difficult question of how originally creative it really is.
Full Honda UNICUB video: https://www.youtube.com/watch?v=u1ZB_rGFyeU
Interview with OK GO (Making Of): https://www.youtube.com/watch?v=WCwzaTPARtU
Disclaimer re copyright and fair use: http://www.musicmill.com.au/disclaimer/