Pantene Lets Its Hair Down, Picks Unknown Singer-Songwriter for Spot
This week, Procter & Gamble's Pantene shampoo released two commercials created by Grey Advertising that featured original music sourced from a user-generated contest held earlier this year at the MIDEM conference in Cannes.
The competition, which was overseen by Grey's director of music, Josh Rabinowitz, stipulated the following entry criteria for the winning song: "a main-line, loved-by-all sound; makes women feel strong and empowered; immediately branded but never a jingle; works as an instrumental in varying lengths and formats; creatively interprets the brand message of 'shine' and 'let the best of you shine through.'"
Both spots are set to use the winner, the original song "Shine," co-written by Rosi Golan and Human, a New York-based music house. Those parties will receive a majority of the income from the song, although, according to Billboard, P&G will retain the publishing and master recording rights. Golan said, "Artists like me who work hard and make very little money, one of the few ways to make money is through touring and iTunes." The song will be sold on Apple's digital music store beginning the same day the spot airs.
While this is being billed as a successful example of "user generated" content for marketing purposes, it's really a better example of an unsigned artist who was used to create a track with both a "cool" factor and the production values of a hit song. Among advertisers, these twin factors are becoming more important.