Creativity 50 2013: Daft Punk

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Conventional wisdom dictates that the one of the most-anticipated album releases of the year—Daft Punk's "Random Access Memories" -- should be marketed with an identically large campaign.

But when the legendary dance music duo (who appeared on this list in 2008) announced it would be releasing an album this May -- its first in eight years -- it opted to be subtle.

The success of this minimalist philosophy is evidenced by the viral success of the album's first media impression -- a 15-second commercial for the album's first single, "Get Lucky," that aired during an April episode of "Saturday Night Live" featuring only the song's beat, the Daft Punk logo and the album art. Fans were so excited they turned the four measly bars into hours-long loops.

"Everything -- from the first bit of music recorded, to the coloring of the commercial spot -- is totally done in-house," said Thomas Bangalter, one half of Daft Punk. "It's as if we are the production company, the ad agency and the client."


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