Songvertising – 32 best commercials with singing people

1 – YEO VALLEY ORGANIC – Boyband

In a follow-up to last year’s rapping farmers ad, Yeo Valley launched a tv spot during the first ad break of The X Factor live show. The one-off, two-minute music video features a farming-inspired boy band called The Churned, singing a ballad entitled Forever. The ad was shot on location in Blagdon, in the heart of rural Somerset. The launch tied in with a Facebook karaoke competition, where users could sing along to the Yeo Valley track. The winner appeared in a 30-second version of the ad, which ran during the X Factor final on 11 December.

Advertising Agency: BBH London
Year: 2012
Shortlist

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2 – CARLTON DRAUGHT – Big Ad

An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer!!!

Advertising Agency: George Patterson Y&R, Melbourne
Year: 2006
Gold Lion

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3 – PUMA – Hardchorus

We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.

Advertising Agency: Droga5
Year: 2010
Gold Lion for the Campaign

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4 – NORTE BEER – It’s Good to Have Friends

Beer means friendship, and this campaings presents in funny way the different kind of friends we all have.

Advertising Agency: Del Campo/Nazca Saatchi & Saatchi, Buenos Aires
Year: 2009
Silver Lion for the Campaign

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5 – T-MOBILE – Welcome Back

On October 27th 2010, thousands of unsuspecting passengers arriving at Heathrow’s Terminal 5 were given a welcome home to remember. People were greeted by a 300 strong choir and vocal orchestra singing a medley of songs, completely a cappella, to welcome them back into the country.

Advertising Agency: Saatchi & Satchi,  London
Year: 2011
Silver Lion

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6 – COCA-COLA – Hilltop

Advertising Agency: McCann Erikson
Year: 1971

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7 – HEINEKEN – Singer

A blues singer can’t sing the blues – his life is too contented. A sip of lager soon changes that. Heineken refreshes his blueness.

Advertising Agency: Lowe Haward- Spink,  UK
Year: 1992
Gold Lion

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8 – HONDA – Impossible Dream

A man travels on an incredible journey using some of Honda’s landmark products whilst miming to the Andy Williams song ‘The Impossible Dream’. His journey comes to an abrupt end when he leaps off a giant waterfall in a Honda Powerboat into the mist below. Surely, this is the end of his dream? However as Andy Williams reaches the crescendo of the song, our hero returns in a Honda Hot Air Balloon to finish off the song in style. Garrison Keillor – the voice of Honda – sums it all up with ‘I couldn’t have put it better myself’.

Advertising Agency: Wieden + Kennedy,  London
Year: 2006
Gold Lion

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9 – COCA-COLA – Choir

Here’s Coca-Cola celebrating along with Santo its 125th year, and once again, we are guilty of naivety. We believe that, even today, the world is not far from the world that we dream of. In fact we are so naïve about thinking this way, that we decided to carry out an investigation to evaluate just how justified our reasons to believe in a better world were. We are proud to present to you “Choir”, created by Santo for Coca-Cola Latin America and their new communications platform: “REASONS TO BELIEVE IN A BETTER WORLD”.

Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion

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10 – T-MOBILE – Singalong

When T-Mobile invited the British public to be part of their next event, people turned up to Trafalgar Square, not knowing what they were letting themselves in for. Thousands of microphones were handed out as it was revealed they’d all be singing karaoke together. After a number of songs, and with a surprise guest appearance from Pink, the event culminated with everyone singing the timeless classic, ‘Hey Jude’

Advertising Agency: Saatchi & Satchi,  London
Year: 2010
Shortlist

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 11 – NIKE FREE RUN – I Would Run to You

Love makes people do crazy things. Like run across the country. See how strong running reunites a long distance couple.

Advertising Agency: Wieden + Kennedy, Portland
Year: 2012
Bronze Lion

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 12 – NIKE – Pretty

As Maria Sharapova marches to her tennis match, she passes people who sing I Feel Pretty. She slams a ball cross to court, putting an end to the singing.

Advertising Agency: Wieden + Kennedy, Portland
Year: 2007
Gold Lion

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13 – BASF – Dear John

The ad, set in army camp, features a soldier receiving a letter which goes to the tune of “Dear John”, the country song written by Lewis Talley, Fuzzy Owen and Billy Barton and made popular by Jean Shepard during the Korean war. As the song finishes the sergeant adapts the classic line from Humphrey Bogart, “Play it again John”.

Advertising Agency: Colenso BBDO, NZ
Year: 1982
Gold Lion

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14 – REXONA – Sensitive Armpits

A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.

Advertising Agency: Ponce Buenos Aires
Year: 2011
Silver Lion

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 15 – STARBUCKS – Glen

Glen jumpstarts his day by drinking a Starbucks DoubleShot. As he opens the can, Survivor appears in his apartment. They follow Glen through his full morning routine, singing a personalized version of “Eye of the Tiger.”

Advertising Agency: Fallon, New York
Year: 2004
Shortlist

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16 – GOOGLE – Demo Slam: Realtime Karaoke

Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world. To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all. By bringing in just a little bit of courage, creativity and fun; each of them pushed the role of technology in our lives and inspired the rest to use it in ways never imagined before.
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.

Advertising Agency: Johannes Leonardo, NY
Year: 2011
Gold Lion for the Campaign

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17 – DISCOVERY CHANNEL – I Love the World

We developed a new brand idea for Discovery Channel: Discovery is the
World’s Biggest Fan of the World. We wanted to celebrate all that is epic, beautiful, inspiring, fun and just plain crazy in the world. Fellow fans—from spacewalking Astronauts to Alaskan fishermen to Zulu warriors to Stephen Hawking to Discovery hosts like Mike Rowe and Bear Grylls—sing along to an old campfire song re-written to express how each of them loves the world. In other words, to tell people why Discovery Channel thinks “The World is Just Awesome.”

Advertising Agency: 72ndSunny, USA
Year: 2008
Shortlist

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18 – MATCH.COM – Piano

This is a film for the online dating service, Match.com, which features a couple finding each other as they examine musical instruments. He strums a guitar and she plays a keyboard. Together they make beautiful music, and it’s clearly the start of something special.

Advertising Agency: Mother, London
Year: 2010
Gold Lion

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 19 – WILKINSON – Mow the Lawn

Girls in a front yard sing about mowing the lawn in order to promote Wilkinson/Schick Quattro razors for women.

Advertising Agency: JWT, New York
Year: 2009

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20 – AMERICAN LEGACY FOUNDATION/TRUTH – Singing Cowboy

We saddled up a horse, found a modern day cowboy that happened to have a hole in his neck due to a tobacco-related laryngectomy, and sent him to Manhattan to sing.

Advertising Agency: Arnold/Crispin Porter + Bogusky, USA
Year: 2007
Bronze Lion

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21 – ARNET BROABAND – Numa Numa

The ad shows some of the funny stuff you can find on the Internet.

Advertising Agency: Santo, Buenos Aires
Year: 2007
Shortlist

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22 – EVIAN – Voices

A man in a lift, a jogger, a secretary by the photocopier, a man in his car, an elderly lady…in all these scenes from everyday life, we see people singing with their childish voices.

Advertising Agency: BETC Euro RSCG, Paris
Year: 2003
Shortlist

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 23 – NIKE WOMEN – Surgery

A group of women run away from a plastic surgery clinic dancing a choreography to a reggaetón tune.

Advertising Agency: Madre, Buenos Aires
Year: 2007
Bronze Lion

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 24 – DIESEL – Anthem

Sing-a -ong Diesel Island national anthem. Why is your country fucked up?

Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion for the Campaign

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 25 – PROCTER & GAMBLE – You’ll Never Walk Alone

This 60-second commercial shows a lifetime of moms by their children’s sides doing the daily, sometimes mundane, things that help their children grow up to be Olympians. All the while, they sing “You’ll Never Walk Alone” from the Rodgers & Hammerstein musical Carousel. The ad builds from a child’s birth and culminates with the Olympics and a proud mom seeing all her hard work pay off. We then cut to a card that says, “Thank you, Mom,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”

Advertising Agency: Wieden + Kennedy, Portland
Year: 2010
Bronze Lion for the Campaign

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26 – BURGER KING – Americas Favorite/More Mayo/More Cheese

Introducing the Whopperettes.

The Whopperettes return with a story about extra cheese.

The Whopperettes return with a story about mayo.

Advertising Agency: Crispin Porter + Bogusky
Year: 2006
Silver Lion for the Campaign

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 27 – CADBURY DAIRY MILK – Night Runner

Fallon and Cadbury keep Great Britain pumped for the Olympics with a new spot that re-creates “The Final Countdown” — but adds multiple voices singing from the towers and buildings while a runner makes his way, presumably, to the Olympic Gold. An accompanying interactive feature encourages Britons to upload videos of them singing similarly inspirational songs to help team GB to victory.

Advertising Agency: Fallon London
Year: 2012

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28 – LOTTO LOTTERY – Ballroom Blitz

A taxi driver refuses to let passengers into his cab. Instead, he walks over to the queue and starts to sing for them. The man who joins in is chosen as the lucky passenger.

Advertising Agency: New Deal DDB, Norway
Year: 2001
Bronze Lion

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29 – CADBURY DAIRY MILK – Simply the Best

Part of Cadbury’s “Keep Team GB Pumped” campaign for London 2012 Olympics, swimmer Rebecca Adlington is serenaded by royal guards, dinner ladies and butchers with Tina Turner’s “Simply the Best.”

Advertising Agency: Hypernaked, London
Year: 2012

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30 – AMP ENERGY DRINK – Walk of no Shame

AMP wanted to introduce three new products with specific energy functions, designed to help our target, people who live their lives to the fullest. We also needed to increase brand awareness and embed ourselves into their daily life. We wanted to be the most relevant, unlike our hyper-masculine energy competitors. “Walk of No Shame” was an ode to the infamous walk that young people take “the night after” going out. With the look and sound of a mini-musical, AMP showed how one can take a “walk of no shame” as it gets you back on your feet.

Advertising Agency: BBDO New York
Year: 2009
Shortlist

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31 – LABATT BLUE BEER – Big Song

A young man tries to make up to his girlfriend by singing her a song around a campfire – “Out of the Blue”, and it turns into a huge sing-a-long.

Advertising Agency: Ammirati Puris, Canada
Year: 2001

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32 – PEPSI – Pepsi Generation

Advertising Agency: BBDO, USA
Year: 1984

Advertisements

Creatives in Love (Valentine’s Day in advertising)

1 – Axe Deodorant

2 – Dom Francisco Reastaurant

3 – Tide

4 – Volkswagen New Beatle

5 – Volkswagen

6 – Wonderbra

7 – McDonalds

8 – Kolner Zoo

9 – Pasta Adria

10 – Heineken

11 – Miller Beer

12 – Yemeksepeti.com (food delivery)

13 – Straps Lingerie Store

14 – British Airways

15 – Tampax

16 – Puma

17 – NW Nutrient Water

18 – Sexy Avenue.com

19 – Levi’s

20 – New Scientist

21 – Nissan Micra

22 – Playstation

23 – After Eden Lingerie

24 – Camper

25 – Predector (Pregnant Test)

26 – Is Kultur Bookstores

27 – Renault

28 – Parmalat Yogurbelt 0% fat

29 – Toyota

30 – Swatch

31 – SpotG Sexy Shop

32 – Canal+

33 – BMW Motorrad

34 – HOG Singapore Valentine Ride

35 – Brave Heart Fund – Children Heart Center

36 – Brasil Telecom

37 – Valentine’s and Coronary Patient Day

38 – Kiss Radio 102.1 fm

39 – Barrashopping – Shopping Mall

40 – DeBeers

41 – DIM Underwear

42 – Chevrolet

43 – Sedal Shampoo

44 – Bavaria Beer

45 – Nescafè

46 – Motorola

47 – Ducati

48 – Alfa Romeo

49 – Nakshatra Diamond

50 – Absolut Vodka

51 – Oreo

52 – Conrad Treasury Casinò

53 – McCann Helthcare

54 – Orkoss Restaurant

55 – La Benedicta Restaurant

56 – Wilkinson

57 – Seat

58 – Durex

59 – Wurst

60 – Avon

61 – Wellington Zoo

 


Droga5 for Puma Bodywear – The Puma Index

Summary of the Campaign
To launch the new Puma Bodywear collection, a range of sporty garments available in stores globally, with no money. Create a huge buzz with a very small budget, and create something with a fun news spin on a depressing, repetitive story. Launch date was Fall 09, in the depths of the worst economic crisis. We observed that underwear ads followed consistent rules: half dressed pouty girls, serious photography and were limited in engagement. Based on the brand positioning “Where is the Joy”, our strategy was to bring joy in an unexpected moment that would find its way into a cultural conversation.
We created “The PUMA Index,” a real stock market ticker with a twist: when the market went down, the models clothes came off, right down to their PUMA underwear. The campaign has made over 130,000,000 impressions, the iPhone app was one of the top 20 apps and was downloaded over 40,000 times, and the website became one of the most talked about sites in national media and on social networks. One impatient fan even broke into the site to steal the files of one of the models in his PUMA skivvies.

The Situation
The problem was the financial meltdown. the story came from the unique fun way in which Puma approached it – creating a useful utility while bringing a smile to everyone’s faces. With no media spend and to launch the new Puma Bodywear range to a global audience. The opportunity for Puma was to deliver on its brand promise of “Where is the Joy” by leaning into the cultural conversations already happening around the world.
And we had to do it with no media budget.

The Strategy
Initial planning was based on discovering what our target was interested in and cared about. We then had to create something that would go viral in their world. Next, our plan was to seed the campaign in a few key places and coordinate a PR push along with specific ads on PUMA.com to create initial buzz about the idea. After that, our plan was to build on the momentum and encourage the mass media to pick up the story for added buzz. Finally, we hoped to achieve enough success to continue to evolve the idea.

Execution
Early planning successfully identified our target and informed the creation and production of our content. Initial seeding and PR push succeeded in lighting a spark on the app/site that soon went viral on its own. Soon, mass media was reporting the site and helping spread the word. The plan pretty much stayed true to form throughout.


The Goal
Our goals were three fold:
Drive awareness of the Puma’s new Bodywear range to a youth audience in key markets,
Reinforce new Puma brand positioning “Where is the Joy”
Ultimately drive sales of the product

The downturn in the economy had put the state of finance into the mainstream water cooler conversation. Research showed that finance apps were consistently in the Top 50 most sold on iTunes…But while finance had reached new cultural relevance with new audience, the media and apps consumed still treated the story like one big spreadsheet. It was through this cultural and competitive analysis that we came to the key insight that the financial world was in the need of some Puma Joy.

Results
• 130,000,000 media impressions
• 40,000 app downloads, One of the top 20 Apps of the year
•Tens of thousands of blog/twitter/facebook of blog postings (*still tracking exact figures)
•An unprecedented amount of return visitors to the site (*still tracking exact figures)

“We’ve seen a lot of branded applications and a lot of them play it too straight down the middle,” said Antonio Bertone, Puma’s chief marketing officer. “We thought that if we could do this right and have models take off clothes when the market was going down, this could really work.”

Advertising Agency: Droga5, New York
Creative Chairman: David Droga
Executive Creative Director: Duncan Marshall, Ted Royer
Creative Director/Copywriter: Kevin Brady
Art Director: Jesse Juriga
Year: 2010
Shortlist Cannes Lion
Silver Pencil at the One Show Interactive.


Puma – The Hardchorus


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Puma is running a football-related advertising campaign connecting soccer with romance with “The Hardchorus”. Football players and fans sing love songs like they’d sing them in the stands. “They want to be in your arms.You want to be in the stands. What do you do when Valentines Day falls on game day?” For the English speaking world there’s a version of Savage Garden’s Truly Madly Deeply. For the Italian speaking world there’s a version of Umberto Tozzi’s 1977 hit Ti Amo.








Costing the equivalent of just five 30-second World Cup 2010 TV spots, the ‘HardChorus’ campaign doubled weekly store sales and delivered 1.8 million unique visitors to Puma online. Our objective was to engage directly with everyday football fans, regardless of team or player preferences. Research into aspects of love and football produced a unique, dual insight : fans’ love for the game tends to either fulfil a lack of personal relationships or create tension in existing ones. For the first time in 11 years the day of LOVE (Valentine’s Day) clashed with the day of FOOTBALL (Sunday), providing an unmissable opportunity to dramatise and amplify the LOVE=FOOTBALL concept. We created the Puma ‘HardChorus’ video, which featured real hardcore fans chanting a love song that could be sent as a personalised Valentine’s video-card. In the run up to Valentine’s Day, media partnerships, editorial seeding and behavioural targeting across football sites and blogs/forums delivered effective reach. YouTube and Google targeted ‘football’ and ‘Valentine’ searches while Facebook Connect amplified social reach. We also took to the streets, handing out Valentine’s cards through Metro distributors. On Valentine’s Day itself we enabled fans to perform their own ‘HardChorus’ at karaoke booths across European stadiums and fed the content to YouTube. Within two weeks the ‘HardChorus’ video was viewed 5 million times, 50,000 v-cards were sent and fans from 121 countries praised it with 3,000 YouTube comments and 700 videos.

Dedicate and send the song at pumahardchourus.com

Advertising Agency: DROGA5, New York
Executive Creative Director: Ted Royer/Duncan Marshall
Creative Director: Neil Heymann
Copywriter: Erik Hogfeldt
Art Director: Petter Hernmarck
Production Company: KNUCKLEHEAD London UNITED KINGDOM
Director:Ben Gregor
Post Production:The Mill