Film, TV, Advertising and Games composer services from Ithaca Audio
Ithaca Audio was recently asked to compose and produce the music for a new spot for the Jenny Craig company.
The aim was to reflect the friendly vibe of the advert in the music by producing a piece that was upbeat, organic, modern but not too intrusive.
An interactive advert with an accompanying audio recognition App for the iPhone is to start airing tonight on Channel 4 and ITV. The advert allows viewers who have downloaded the ‘Honda Jazz – This Unpredictable Life’ iPhone App to ‘catch’ the characters from the advert using audio recognition and motion detection.
See the App in action
It’s great to see agency Wieden+Kennedy continuing their run of quality adverts for Honda with another ad that makes excellent use of audio, in this instance for tracking the advert and enabling an interactive element.
It would be good to see this open a gateway to more interactive elements in advertising and sound is the perfect medium to use for these kinds of features.
The music to the ad was written by the French composer Bruno Coulais. Coulais is probably best know for his score to the film Coraline for which he one an Annie Award in 2009. The score he has produced for This Unpredicatble Life matches the visuals extremely well giving it a light, playful, fantasy feel. He has also recently been nominated for a Cesar award for Best Original Soundtrack for his score to Disney’s documentary Oceans.
You can find Bruno Coulais’ music on Spotify
Agency: Wieden+Kennedy
Creative Directors: Chris Groom & Sam Heath
Production company: Nexus Productions
Directors: Adam Foulkes & Alan Smith
Thanks to @harrison_katie from W+K for the info and well done to the team on the ad.
Following on from the post last week on advert music, a current advert well worth looking out for is the new Ford Grand C-Max spot. With music created by electronic artist Si Begg the advert really stands out for it’s innovative concept and well matched audio.
The team behind the advert also put together a ‘making of’ video with commentry from Director Asif Mian: Making of ‘In your hands’
Credits
Agency: Ogilvy
Creative Director: Camilla Herbertstein
Production: Stink UK and 1stAveMachine
Director: Asif Mian
Composer: Si Begg
Now that we have been hurtled, head long into a new year we wanted to take a moment and have a look back on some of the best advert music from 2010, specifically those used in TV advertising campaigns.
Each of the adverts below uses sound design and music in very different ways to create the right feeling for the advert and bring out the best in the products they are promoting.
For this instalment in the ‘Life’s for Sharing’ campaign, agency Saatchi & Saatchi and production company Smuggler put together a flash mob style scene in Heathrow airport’s Terminal 5. The advert is centred around an excellent, large scale a cappella score using vocals not only for lyrical content but also for beat boxing, imitating both rhythmic and melodic instruments. This has strong links back to the outstanding Vocal Orchestra created by beatboxer Shlomo.
The team behind the advert were kind enough to put together a ‘making of’ video including insights from Musical Director Shai Fishman:
Credits
Creative Director: Paul Silburn
Art Director: Rick Dodds
Copywriter: Steve Howell
Director: Henry-Alex Rubin
Musical Director: Shai Fishman
The reworking of Puccini’s Nessun Dorma in this advert by Clemenger BBDO Melbourne works fantastically well with the slow motion visuals. A well thought out concept with some great music.
Credits
Executive Creative Director: Ant Keogh
Director: Paul Middleditch
Creative: Richard Williams
Creative: Anthony Phillips
Honda have put out some great audio focused adverts in the past few years including ‘The Choir‘ and ‘The Cog‘. Honda’s advertising agency Wieden+Kennedy are obviously well acquainted with the power of audio in advertising and their ‘RGB’ spot for Honda in 2010 carries on the trend of innovative sound in their campaigns. Each of the car’s three driving modes is represented by a colour and it’s own soundscape, the effect grabs the attention of the viewer far more than the audio in many adverts.
Credits
Director: Frank Budgen
Creative Director: Chris Groom
Producer: Rupert Smythe
One of the best placements of an existing track in 2010 was in the BT Infinity advert created by agency Abbott Mead Vickers BBDO and production company Transparent. Allie Moss’s track ‘Corner’ created a lot of buzz and the website TV Ad Music received a huge number of request to identify the song. The music fits the advert perfectly and creates a great feel.
Credits
Director: Nico Caicoya
Art Director: Brian Campbell
Post-production: The Mill
The award for best use of music in an advert that never existed has to go to Nolan’s Cheddar. The mock advert by John Nolan Films may be for a fictional product and may not have been broadcast on TV but we think it deserves special mention anyway for some inspired use of music.
The adverts here are a selection of some of the great uses of audio in TV advertising over the last year. If you have any suggestions of others please let us know in the comments below and we will add them in.