Data Digest SYNC STORY THOMAS COOK ESSENTIAL INFO
■ BRAND: Thomas Cook ■ SPOT: Be Bold: You’re On Holiday ■ TITLE: Be Bold ■ ARTIST: Tam Cooper ■ WRITER: Tam Cooper ■ PUBLISHING: Earworm Music ■ MASTER RIGHTS: Earworm Music ■ AD AGENCY: Albion ■ CREATIVES: Adam Lawrenson, Debs Gerrard
■ FILM CO: The Sweet Shop ■ FILM DIRECTOR: Mark Albiston ■ POST PRODUCTION: The Mill ■ AIR DATE: 17/12/15
■ BY CHAS DE WHALLEY A
bold new commercial, starring a small boy dancing round a swimming pool to a hip hop soundtrack, has certainly put clear blue water between Thomas Cook and its package holiday company competitors.
The first campaign to be
commissioned by Cook’s new agency Albion, it also marks the entry into the bespoke market of supervisors Earworm Music, established in 2014 by Radio 1 DJ turned Bestival promoter Rob Da Bank.
“We’ve placed music in feature films and documentaries like The Imitation
Game and True Detective 2 and are currently supervising the soundtrack to Andrea Arnold’s next film American Honey,” says Earworm director Simon Astall. “We’d never dealt with Albion before so it was great to be asked to help out, even though the film and music had to be locked in only a week!” Working to a 60 second edit,
Style*
■ Instrumental 45.05% ■ Male 31.71% ■ Female 19.28% ■ Male Female Duet 2.70% ■ Vocal Group or Choir 1.26%
* figures based on 555 spots researched and posted by adbreakanthems during the period
ADBREAKANALYSIS Q1 - Q3 (JANUARY - SEPTEMBER) 2015
Male Vocal by Genre**
■ Pop 32.95% ■ Hip Hop & Rap 11.36% ■ Rock 11.93% ■ R'n'B & Soul 7.39% ■ Alternative 6.82% ■ Easy Listening & MOR 6.82% ■ Singer/Songwriter 5.11% ■ Chill Out 2.84% ■ Dance 2.84% ■ Electronic 2.84% ■ Others 9.09%
** figures based on 176 spots researched and posted by adbreakanthems during the period
former Precison Cuts member and breakbeat pioneer Tam Cooper was asked to create a cheeky track with the attitude and swagger of artists like Missy Elliot, Outkast and Busta Rhymes. Thomas Cook’s Be Bold spot will be screened in 12 European countries over the course of the next 12 months.
Every month
www.adbreakanthems.com provides a unique breakdown of data on over 50 current TV ads featuring copyrighted music tracks. To fi nd out more visit
http://video.adbreakanthems.com or contact Chas de Whalley at
c.dewhalley@
adbreakanthems.com
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january 18 03/11/2015 16:35:14
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