1/31/2005

must make money soon before end


I don’t think I’ve ever previously received a press release attempting to rationalize [my own language] a musician’s decision to put her music in a beer ad, but here it is. The gist is that SF deep house DJ Kaskade’s “upbeat acoustical dance mix” “Steppin’ Out” has been tapped [hey now!] by “leading music design company” DeepMix for use in a “dynamic Budweiser spot” that is “visually driven” and concerns “how various people enjoy Budweiser.”

Amazing. You really can’t write this stuff. Except for that somebody did.

Cue house thump: DeepMix Takes Budweiser On A Musical “Journey”…
“American Journey” opens on a close-up of Budweiser bottle spraying as its cap is popped open. The view segues to bottles of the beer raining down from the sky and into the hands of people in various situations -- a couple enjoying the outdoor weather, patrons at an art event, friends hanging out at home, and customers enjoying dinner at a restaurant and at a bar. As the bottles continue to drop with precise delivery into people's hands, an attractive woman turns towards a man at the bar and grabs a falling bottle of beer -- apparently the last one since the guy comes up empty-handed.

The music-oriented spot concludes with the recognizable Bud crown logo and the motion graphics "Bright. Crisp. Clean. Pure."
Like I always say: This blog writes itself.

And there’s even info about the music in this press release from Om Records: "We felt the track fit well into the spot since it had an organic and contemporary feel, as well as global appeal,” says Dave Curtin, “DeepMix Music Supervisor.” “Also, we had a strong relationship with the record label and artist so we knew we could work out a deal that would fall within the agency's budget."

I appreciate how he candidly addresses not only having to work on the cheap, but also his ambition to take this thing global. If I were sitting on a concept so novel as budget beer, attractive women and an empty-handed, drunken male gaze, I’d so be all over that shit!

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