Yeah, in a sense it's yet another white-cyc testimonial campaign, but this AppleMusic.com series - the iTunes 99-cent download concept is already being hailed as the possible savior of the music business - has a twist that beats the hell out of all the Gap celeb stuff that it inevitably recalls. A mix of real people and actors simply do a rendition of their fave songs while listening to said track on headphones: Like a kid doing "The Real Slim Shady" and an aging boomer doing "My Generation." "The idea sprang from the understanding that everyone has one or two favorite songs," says Chiat CD Duncan Milner. "Songs that make them laugh, cry or simply take them to a time or place they like visiting." It just works, in no small measure because the casting is so quirky-perfect.
Client: Apple Agency: TBWAChiatDay, L.A. CDs: Duncan Milner, Eric Grunbaum AD: Duncan Milner CW: Eric Grunbaum Agency Producer: Cheryl Childers Director: Kinka Usher/House of Usher Editor: Glenn Martin/Nomad Sound Design: Francois Blaignan