Noise wins international music pitch for BBH London’s new Audi A1 ‘Good Morning’ campaign
Australian-based sound house Noise has beaten off tough international competition to win the music pitch for BBH London’s new Audi A1 ‘Good Morning’ campaign with the track ‘On My Way’.
The song, written by Noise’s creative director Bruce Heald, “fit the film perfectly” according to BBH and beat off competition from other leading sound houses and artists in the UK and Australia.
The music brief sought to find the perfect track for the spot – either licensed or commissioned – and in addition to briefing several sound houses, a shortlist of existing tracks by recording artists was drawn up for the final selection process.
Says Heald: “The brief was to create an upbeat, indie-pop song full of character which had lyrical themes and rhythms relating to the script. I wrote and recorded a song that we felt truly complimented the pictures and am really pleased with the end result.”
“It’s always gratifying when your work is selected, but even more so given the international nature of this pitch,” Heald continued. “We are being sought out by agencies in Europe and the US now which is great and proves that creative talent in Australia is competitive in a global market. It also shows that what’s important is your craft – not your location – and that’s really encouraging.”
Says Francesca Briginshaw, Music Researcher at The Most Radicalist Black Sheep Music (part of BBH London). ‘”On My Way” was the strongest track for the film. The lyrics and female vocalist that Noise chose balanced the film really well making it the natural choice for the spot. We’re currently working with Noise on a number of projects and their interpretation of a brief and the creative quality of their work is always outstanding. The whole team were really impressed with the Audi track and as always, Noise delivered on every level.”
‘On My Way’ – the track for the spot, (currently on air in the UK), will also be available for download in the coming weeks via itunes.
Credits:
Client: Audi
Agency: BBH London
Campaign: Audi A1 ‘Good Morning’
BBH Team:
Creative Directors: Kevin Stark & Nick Kidney
Creative Team: Mads Mardahl & Anders Wendel
Music Research & Supervision: The Most Radicalist Black Sheep Music
Composer: Bruce Heald – Noise International
11 Comments
Nice track. Shit ad.
Good to see BH can fail with the rest of us.
The neighbour’s car starts out blue.
Then turns silver.
Then goes back to blue again.
If the Audi could change colours like that, I might buy one.
Nice track, though.
“Noise has beaten off tough international competition…”
Hope the client payed for all the submissions….or have they cheapend the value of good music yet again? Nice job Bruce!
Congrats guys, hope it’s just the start
Cheers H
Congrats Bruce & the Noise team. Stoked to see you killing it.
Did They Pay asks whether BBH paid for the submissions.
I’d love to give them the benefit of the doubt and say they paid a token amount, but I suspect most of the music companies chewed their own profits off for a chance to work with ‘BBH!’.
After all, BBH have said in the past that music is 50% of an ad. Remember ‘Laundrette’? Flat Eric? Heck, they even used Handel!
But given how agencies such as BBH whinge about clients putting accounts, briefs and projects up for pitch one would think they would be philosophically opposed to making suppliers act like bitches.
What makes this venal cop-out worse, as the original poster pointed out, is that the commercial itself is such a piece of crap. The only thing moderately interesting is the music, and the music chosen sounds exactly like it is the B-side release of a cool and unthreatening indie up and comer.
I have no doubt there have been numerous calls to Audi asking where one can buy the cool and unthreatening new album from the cool and unthreatening new singer who sounds just like every other cool and unthreatening new singer.
Love the Guardian pigs. Hate this.
Look it’s nothing new. Agencies have been doing this to suppliers for years while screaming how unfair it is when clients do it to them. So isn’t some responsibility shared by those who partake in the exercise and submit stuff for free in the hope of ‘winning’? It’s PR’d as a ‘big international win’ bit ti could as easily be headlined “Company works for free, only pay if you use it”.
What about all these places that popped up in recent years that send a plethora of indie band demos they found on the internet and you only pay if you use one? What about those sites where agencies can put a pitch up and have a bunch of just out of film school directors submit ideas for free in the guise of a ‘competition’?
What about all those that applaud this sort of thing on a blog?
Am I the only one who nearly passes out from hearing yet another ‘pretend indie song’ featuring yet again the same sort of quirky female vocalist singing like a child? I mean, congrats for getting the gig and all, but can someone please use a singer witha good voice in something? At least this time she is singing words rather than “la da, la da, da da dada”.
Funnily enough, it’s BBH policy never to pitch (they only submit credentials, they never do a ‘creative pitch’ where they show work).
Hi guys, thanks for the support. Just wanted to let you know that BBH never ask us to do anything for free, even when it’s a pitch, and always treat us and our work with huge respect. They are great bunch to work with.