The top 5 music campaigns you need to know about right now

Creativity and innovation shined as brands used music in clever, nostalgic and exciting ways in this latest edition of Ad Age’s Top 5 Music roundup. M87, Hyland and Fiverr took unusual approaches to advertising that used music, data and even traditional TV ads to inspire curiosity or tap into humor. Meanwhile, Beats by Dre and DoorDash used music to tap into specific universal truths and feelings. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Check out our latest selection of Top 5 music campaigns below. 5. M87: L’oseille Agency: Dat-Way Starting the countdown is the French rap group M87, which made the old new again this month with a traditional advertising approach to promote a new single. The group collaborated with agency Dat-Way to launch a TV commercial to announce the release of the track “L’oseille” (“Money”). The ad was relatively simple—a woman goes through the motions of her day-to-day life while she sings the song repeatedly, seemingly unable to get it out of her head. What made the ad so interesting is that it was so standard it seemed unusual for music marketing. After all, modern music advertising largely consists of artist collaborations, social media videos, TikTok dances and even brand collabs, such as the Sprite Limelight program or Pepsi Music Lab. 4. Hyland: Flight of the Valtteri Agency: Jack Morton Enterprise content management software maker Hyland combined B2B technology, Formula 1 racing and music in a campaign featuring Finnish racer Valtteri Bottas. In a campaign from Jack Morton, the B2B brand hooked Bottas up to biometric measurement equipment, measuring his heart rate, brain activity, sweat production and more while he drove. The biometric data was shared with a group of music producers and composers who combined it with sounds and data from the vehicle itself to turn it into a song titled “Flight of the Valterri.” The creative campaign brought to life the experience of racing sonically using data insights, bridging the gap between the technical and creative. Check out the latest Ad Age events and award programs 3. Beats by Dre: Pill Assistant Agency: Mirimar If you’ve ever believed yourself to be a main character whose life is scored by a soundtrack, then you’ll understand why this Beats by Dre spot featuring a real main character, Kim Kardashian, is so fun. Continuing its collaboration with the pop culture icon in a spot from Mirimar, Beats introduces comedian Ben Marshall as Kardashian’s “Pill assistant,” whose entire job is to follow her around with a Beats Pill and curate the soundtrack of her life. The spot introduces new colors of the Pill, but the star is the medley Marshall puts together, which brings the private fantasies of many to life. 2. DoorDash x NBA x WNBA: Basketball Agency: Superette (in-house) Real basketball fans (and players) know there’s a different vibe to playing street ball compared to a game on an indoor court. That vibe was captured beautifully—the competitiveness, rawness and grittiness—in a music video from DoorDash featuring players from the NBA and WNBA. Shot by Dave Meyers and his daughter Cassidy, the music video features New York Knicks players Jalen Brunson and Josh Hart and WNBA legend Sue Bird as they compete, while music artist Kurtis Blow raps a reimagined version of the ’80s classic hip-hop song “Basketball.” Brooklyn rapper Lola Brooke joins him in a verse dedicated to WNBA stars. The video and the song choice combine to capture the interconnectedness between basketball, hip-hop culture, street style and the cultural microcosm that is New York. 1. Fiverr: Nobody Cares About AI Agency: In-house Freelance creative talent marketplace Fiverr takes the lead with its comical mini-musical about creating with AI. The company’s score, “Nobody Cares About AI,” says the quiet part out loud, emphasizing that no one will care that your creative work is made with AI as long as it works. The video is an entertaining watch, as a choir sings in harmony to soften the blow of the hard truth for creatives that people just aren’t interested in how an ad was made. There are cameos from Ross Pomerantz, aka Corporate Bro, and Fiverr CEO Micha Kaufman, and by the way, the ad was made with AI (but who cares, right?). A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here

The top 5 music campaigns you need to know about right now

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