It seems as if this spot was dictated by the music, as Meat Loaf's popular song serves as script and melodramatic track. Each time the title is repeated, we see the protagonist stuck in the middle of another love-induced humiliation-buying tampons, folding lacy pink underwear, doing yoga and holding her purse while she tries on clothes. But when his girlfriend reaches for his Dr Pepper-perfectly synced to the lyric "But I won't do that"-the dude snaps and runs into the street as the music's piano builds and settles into the product shot. It's a smart licensing job that binds the song to the brand.
Song: "Anything for Love" Musical Artist: Meat Loaf Agency: Young & Rubicam/N.Y. ECD: Ann Hayden CDs: Rachel Howald, Ahmer Kalam CW: John Battle AD: Maria Scileppi Agency Producer: Rich Rosenthal Director: Stacy Wall/Epoch Films, N.Y. Editor: Lisa Gunning/Whitehouse, N.Y.
Nextel "The Build"
This spot is a sound-design goldmine, layering construction sounds, a funky worker beat and those ubiquitous Nextel chirps over images of human carpenter ants. The song gives it a jungle-type nature feel with groove, the sound design gives it the authenticity of a working construction site, and the product placement gives it the subtle branding of an effective spot. There's a complementary spot with office workers characterized as bees, but there's enough buzz for both to spread around.
Music: Fluid Music/N.Y. Composer: Judson Crane Sound Designer: Marc Healy Audio Postproduction: Sound Lounge/N.Y. Mixers: Peter Holcomb, Rob Sayers, Tom Jucarone Agency: TBWA/Chiat/Day, N.Y. ECD: Gerry Graf CD/AD: Joel Rodriguez CWs: John Patroulis, Scott Kaplan Director of Broadcast Production: Ozzie Spenningsby Director: Stylewar/Smuggler Executive Producers: Patrick Milling Smith, Brian Carmody Editor: Jun Diaz/MacKenzie Cutler Editorial, N.Y. VFX: The Mill/N.Y.
Muller "I've got Life"
This most unlikely groove with the vintage-sounding voice is a great match for images of people of all ages dancing like happy fools to the lyrics "I've got freedom/I've got life." It's a feelgood track with a low-fi beat and catchy words that pass along the healthy spirit of Muller yogurt: "I got my arms/I got my hands/I got my fingers/Got my legs/I got my feet/I got my toes/I got my liver/Got my blood/I've got life."
Agency: TBWA/London Creatives: Carol Haig and Phil Martin Producer: Di Croll Director: Jeff Thomas/Paul Weilands Editor: John Smith/The Whitehouse Postproduction: The Mill/London