Just as Wieden & Kennedy releases a Nike campaign in Asia that features a techno track by the duo, the agency is sending underground dance clubs there CD and LP cuts of the music, including mixes by New York DJs Soul Slinger and Jimmy Crash.
"Whatever's going on in a culture, we try to get inside that," explains Hajdu, who came up with the free promotion idea.
Called "Freedom is a Movement," the trance music score weaves a fast dance beat with an ostinato of the four-word theme, which is fractured, overlayed and contorted. The commercials themselves, directed by Graham Wood through The Mill in London and edited by Jon Hollis, are a mosaic of footage from old Nike commercials, overlapped with type that pulsates frenetically. The two collaborated on an earlier Nike spot saluting Michael Jordan that featured the same technique (see Creativity, January '94).
"Every weekend all over the world there are kids going to clubs listening to this music," says Wood, creative director at the London design firm Tomato. "I think advertising has got to address that, and I think this is the first time it's been used in a real alive way."
While cost was the initial reason for using old footage, blending the commercials with dance music ended up being a simple and fresh way to reach an international audience, says W&K writer Jean Rhode, who teamed with art director Vince Engle and CDs Michael Prieve and Dan Wieden.
Tomandandy's music has recently debuted in another arena. Its first feature-film score previewed at the Sundance Film Festival in "Killing Zoe," a noirish thriller directed by Roger Avary. Other movie projects are in the works, say the