POP POWER PUMP

Silver Spike Campaign
TitlePOP POWER PUMP
BrandBAIADA - LILYDALE/STEGGLES
Product / ServiceTURKEY
CategoryC01. Use of Music
1 of 3 Campaign
EntrantM&C SAATCHI Sydney, AUSTRALIA
Idea Creation M&C SAATCHI Sydney, AUSTRALIA
Media Placement HYLAND Sydney, AUSTRALIA
Production WE LOVE JAM Sydney, AUSTRALIA

Credits

Name Company Position
Cam Blackley M&C Saatchi Chief Creative Officer
Mandie van der Merwe M&C Saatchi Executive Creative Director
Avish Gordhan M&C Saatchi Executive Creative Director
Melissa Hawkett M&C Saatchi Art Director
Jason Leigh M&C Saatchi Copywriter
Sarah Cowen M&C Saatchi Senior Producer
Vanessa Boueyres M&C Saatchi Group Head
Laura Jones M&C Saatchi Senior Account Director
Sarah Dillon M&C Saatchi Account Manager
Hylton Mowday We Love James Studios Composer
Jason Leigh We Love James Studios Voice artist
Christina Qazi Hyland Media Group Business Director
Isobel Beith Hyland Media Comms Executive
Yash Gandhi Baiada Head of Marketing
Shawn Stevens Baiada Senior Brand Manager
Saba Khan Baiada Brand Manager
Rhiannon Purrer Baiada Assistant Brand Manager

Write a short summary of what happens in the radio or audio execution or campaign.

Turkeys are ugly but good for you, because they’re packed with natural protein. And no one understands the benefits of ugly things better than fitness fanatics — slippery spin class seats, spandex pants, dripping gym windows...yuck. But good for you. So Steggles created workout bangers to remind protein fiends that ugly things are good for you, then partnered with Spotify to reach them mid-work out. The music was written to fit seamlessly into the top fitness playlists and flow on into the ad breaks, using comedic lyrics to draw the listener in before extolling the virtues of our relatively unknown and unloved ugly bird. They worked out to rock music about bulging veins, raps about sweaty spin classes, pop music about surviving heartbreak and techno about growing up and having kids. We didn’t interrupt their workout. They kept getting fit while we revealed the ultimate protein hit.

Translation. Provide a full English translation of any audio.

Well there’s a bird, it’s not so pretty.  Out of ten, it’s minus fifty. Its wrinkled snood, dangles so long.  But when you let it in, it makes you strong. Because… Ugly things are good for you, ugly things are good for you.  Steggles Turkey’s superfood.  Ugly things are good for you, ugly things are good for you.  Steggles Turkey’s superfood.  Like when you lose your keys, but find yourself.  When you’re alone in the gym and need to belch. When your heart’s been broken, you make it through.  Ugly things are good for you.  Because… Ugly things are good for you, ugly things are good for you.  Steggles Turkey’s superfood.  Ugly things are good for you, ugly things are good for you.  Steggles Turkey’s superfood.

Cultural / Context information for the jury

During the height of the Covid19 epidemic, most of Australia went into lockdown. Gyms, yoga studios and public exercise facilities were closed down and fitness fanatics were forced to find a way to stay fit at home. Spotify saw their listeners’ interest in health and fitness playlists skyrocket, so Steggles made the most of it.

Tell the jury about the use of music

Our songs were written to match the genre of Spotify’s top workout playlists — specifically ‘Workout Beats’ (techno based), ‘Rock Me Up!’ (90’s garage rock based), ‘Pop Workout’ (Top 40 power pop ballad songs) and ‘90s Workout Beats’ (New York focussed 90s rap). We wrote and recorded these songs using a mix of electronically produced music and beats, samples and real instruments. The music was written as genuine workout bangers that would flow on from the music seamlessly into the ad breaks, with comedic lyrics to draw the listener in before extolling the virtues of our ugly, protein rich bird. The same singer was retained across all four diverse genres to provide comedic consistency across the campaign.


Links
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