The concept of "leveraging third party credibility" is by no means an
uncommon practice in advertising. There are various ways which companies
execute such a strategy. In the world of Technology, companies often
pay ‘credible’ publications to write custom advertorials about their
product or service. In the apparel category, top sneaker companies
have their own roster of players who have their own line of sneakers
thus endorsing the brand. There are now 20 different models of "Air
Jordan’s." And when it comes to soft drinks, the top brands leverage anything from sports arenas, to rappers, and…dogs.
Awhile back, Coca-Cola
approached the lead singer of the White Stripes to use one of their
songs in a commercial. Well, he refused letting them have any Stripes
tunes but agreed to write one from scratch. The song is a brilliant
interpretation of their slogan, "it’s the right thing to do." What is
also cool and effective is that the spot is produced in the look and
feel of the White Stripes.
Seeking credibility and have an
endless production budget? Then all you need is a rock star willing to
write you a jingle and your brand will gain instant street cred!
The song and spot can be enjoyed on YouTube.
http://www.youtube.com/watch?v
Chris Portella
Comments
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This is a classy thing to do. There’s nothing more irritating than a favorite song being prostituted out to an over-proselytized ad campaign.
This is a cue that ads must be interpreted by the artist, rather than the other way around. I’m all for the Rocketboom approach, the way of Golden Age television, where the program did the ads themselves so that it fit seamlessly into the style of their production.