Tourism Australia today launched “Transformation”, a new advertising campaign being rolled out in 22 countries around the world. Baz Luhrmann, known for his movies Moulin Rouge and William Shakespeare’s Romeo and Juliet, was responsible for the television and cinema commercials set in New York, Shanghai and Western Australia.
Original music for the New York commercial, Billabong, was composed by Sydney composer and song writer Elliott Wheeler, from sound and music boutique Nylon Studios.
The music for the New York spot was composed and recorded within a 48 hour timeframe in early September. Film directors Baz Luhrmann and Bruce Hunt called Nylon Studios on a Friday night a month before the launch, asking for a demo to be completed by the following Monday. Elliott composed two pieces on the Saturday before recording them with a string ensemble from Sydney Symphony Orchestra on the Sunday morning.
Once the creative team had chosen one of the tracks further work included the addition of multiple layers of piano tracks to create a a signature sound for the main piano melody, and careful sound engineering and mix by Wayne Connolly. Encouraged by warm response to the soundtrack, Wheeler has written an extended version with lyrics recorded by Abby Dobson from Sydney band Leonardo’s Bride.
“We wanted to use strings, but not on such a scale that we’d be dictating to the audience what they were meant to feel, so in the end we went with a much smaller chamber ensemble. We put a lot of energy into finding a balance between the intimacy expressed in the dialogue, and the grandness seen in the cinematography.”
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Nicely shot. Kinda weird though, especially the end. Tie in to the Olympics I guess.
The Proctoid view (and as so many Pepsi Brandies are P&G washouts, I feel qualified):
First, Beyoncé looks HOT! and therefore this is engaging.
Second, third and everything else: what's the strategy? Make teenies like Pepsi because Britney drinks it? Make old farts like it because they remember Queen and - there!, there! freeze frame it now! - Brian May and That Other Bloke have a cameo? Provide free soft JO material in the hope it makes adolescent boys and bachelors thirsty? All of the above? Sadly, no: the agency's strategy was spend as much on production as possible (and get something cute on the showreel), and the (probably ex-P&G) Pepsi Marketing Director wanted to meet Brit, Beyonz, or - heaven forfend - PinkyPunky. The US's free iTunes offer is a reason to choose the brand, albeit temporarily. But this is an engaging waste of money.
PS: On the subject of engagingness, I grabbed some Beyoncé-as-gladiator stills if anybody wants them...
Okay. I like Pink. But what I found odd is the ties this ad was making to the movie Gladiator and why Enrique would play the bad son. It wouldn't be so bad if Enrique didn't have a famous father...Get my point?
Nicely shot, indeed. but who was this ad's target? More like who wasn't this ad's target. It was definitely fun to watch, but they combined so many elements in an attemp to address multiple targets, I'm hard pressed to tell you what the message was, other than sex sells. I know if I'm sweaty, scantily attired and in a colliseum, Pepsi's the brand for me.
Remember when "we will rock you" actually meant that, and not "pop-tarts who can't sing will flaunt their bellies atcha"?
Also, since Britney is such a brand in herself, I find it rather conflicting to use her in any ads, as her 'brand' overshadows any message, all they end up doing is selling her, again.