“We were talking, like, ‘Wouldn’t it be funny if people just sang about Burger King, super simple, with a catchy jingle?’” Powell told Ad Age. “We freestyled a couple of lines. We went into a meeting at the agency and said, ‘We’re either going to look crazy or it’s going to work.’ And it worked. We knew we had something that was going to pop.”
They couldn’t have known it would pop this much. But they did painstakingly craft the song, whose melody comes from the “Have It Your Way” jingle from the ’70s, modernized with more of a rap style.
“We knew we wanted something that wasn’t too heavy on the instrumentation, so the words could be the star,” said Powell. “We probably did 150 demos—different beats, voices, arrangements—until we landed on the one. It didn’t feel too much like one genre or one sound. We wanted to leave it open, so people could take it and have fun and do different interpretations of it.”
The client loved it and collaborated with the agency on the rollout last fall. Beacon Street handled the music.
Related: BK reimagines ‘Have it Your Way’ jingle in OKRP campaign
“It’s been awesome to see how much it’s gone off. People have really reacted to it,” said Ben Pfutzenreuter, group creative director, OKRP. “In the last week or two, it’s really burst at the seams in other parts of the internet where we spend time. We’re tracking it because it’s our job, but also just as human beings out in the world. You can’t help but trip over this thing everywhere.”
from Digital Marketing Education https://ift.tt/EPbHIv7
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