Craft Categories - BEST MUSIC (ORIGINAL): AMAZON.COM

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FCB Worldwide, San Francisco

Music Co.: Wojahn Bros. Music, Santa Monica, Calif.; Composer/ Arranger: Roger Wojahn, Scott Wojahn

First, let's get the pronunciation down. It's "Emats-kits-blah-vatt," and it's hysterical. The best thing about it is, it's all product-like singing "two all beef patties, special sauce, lettuce, etc." for McDonald's. The concept is simple, says Scott Wojahn: "What if we took the first letter of every tab at the top of the Amazon site and made a song out of it?" This is the same guy who co-wrote last year's Amazon jingles (again with brother Roger). One can imagine how many '70s reruns of "The King Family" they had to watch before nailing it.

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