Mick & Nick showcases Look & Listen's latest albums

Look & Listen is a destination store for the hottest, coolest music from both new and established artists. It has built a reputation as the place to shop if you're an “early adopter” of music who keeps abreast of music trends.

Mick & Nick created a template for the brand's alternate weekly commercial on M-Net and DStv, flighted before the popular CSI and after Desperate Housewives. “We wanted to create something other than yet another hard-sell retail template,” explains Michelle de Gouveia, MD of Mick & Nick. “We also needed to develop a property on television that Look & Listen could own.”

The result is TV-Head Boy, a character with a TV set where his head should be. His message to music fans is simple - find any song that's stuck in your head at Look & Listen.

In a break from the more typical album promotions, the TV-Head Boy shows go into more detail about the album and artist, featuring music video snippets, artist sound-bites and descriptions of the album's music style, telling viewers why they may want to get the album “out of your head and into your collection”.

A 15-second pre-promo showing TV-Head Boy leading his ordinary life, reminds viewers to look out for the one-minute show.

“The concept talks to fans in a new, entertaining way, and is fresh, cool, and in keeping with the Look & Listen ‘For The Fans' identity,” says De Gouveia.