Insights and brands. Why do they matter?
I think that this TV spot created by Droga 5 answers the question. Most agencies would have approached this opportunity with a very different lens and most clients would have expected a very different result.
What is different? Insights, true insights that allows the creative to resonate with the consumer and an ad that delivers on a brand. Compare this to the average CD release spot that is 20 seconds of the first singles video followed by a shot of the CD, the name of the single, some logos that mean nothing to the consumer and a voice over that repeats everything we already know.
This spot is almost like an inside joke where only enthusiasts and loyalists would understand that the spot is a homage to the legend of Jay-Z. It also subtlety nods to his retirement and showcases that they man that made this album is the same legend that created multiple iconic and successful ads.
But more importantly to this strategy, music today can be downloaded for free by everyone, so one of the biggest challenges of a ad for a new album is getting people to buy it. How can you do that? Well, look to showcase the legend, share the album covers of all the CD's that the enthusiasts own. In short, make the new album a required piece of the collection.
Nice work Droga 5. Even more congratulations to the clients that understood.