Commercials 30
ponds the power of gold agency OGILVY, SINGAPORE production GREAT GUNS music IPRESSPLAY London and LA-based ‘music collective’ iPressPlay went to Abbey Road (and employed the services of producer/mixer Steve McLaughlin, whose previous credits include Heat, X Men and Brighton Rock) to record the epic strings on the cinematic score for this new, filmic spot for Ponds, which is currently being broadcast in Asia.
iPressPlay’s Ilan Eshkeri, who has previously composed music for the features Kick Assand The Young Victoria, composed the dramatic sounding score for the spot. Eshkeri liaised with the commercial’s director Luis Gerald at an early stage pre-production, to talk through the feel and direction of the spot. “The earlier a director and composer speak, the easier the process is for everyone,” says iPressPlay’s head producer Naomi Simpson.
After these initial discussions, three temp tracks were put forward to the agency and Gerald, who selected the piece used in the final spot. “After the agency and director chose their route, we put our heads down and started fine tuning the original composition,” says Simpson. “The music, as always, can steer the film in all different directions, and speaking with the director, we all found a path of music that we felt suited the film – invoking the film with emotion and energy, but not being overbearing on the final film,” believes Simpson.
deep riverrock the town of deep riverrock agency OGILVY & MATHER, DUBLIN production BLINDER music JIMMY TURNER The TV campaign for Irish bottled water brand Deep RiverRock sees a couple driving through the fictional town of Deep RiverRock, observing an assortment of strange characters as they pass through. The quirky spot is set to the laid back sounds of a tune called Science Treeby Jessie Grace. Music company Jimmy Turner, which has a publishing wing that Grace is signed up to, put forward the tune along with a number of other, more frivolous pieces.
“We reached out to our contacts across the music world, with a tight brief on both the creative and budget side,” says Derek Doyle, head of TV and radio production, Ogilvy & Mather, Dublin. “Many tracks came back to us and we tested each of them during the editing phase. The one track that really stood out for everyone was Science Tree. It seemed to best capture what we wanted to achieve with our commercial – the tone and feel, the pace, the attitude... all seemed to really deliver for us and gave the commercial that extra dimension that only the right music track can.” “They wanted an indie tune, though nothing too quirky,” adds Jimmy Turner’s joint-md Ben Walter. “We threw in the Jessie Grace tune as a curveball alongside suggestions from better known artists such as Darwin Deez and Jackson Analogue. Everything else was pitched tonally, but Jessie’s track was pitched not because it was fun and quirky, but because it was lyrically apt.”
November 10 I
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