Below-the-line communications specialist Mick & Nick took the idea of having a tune stuck in your head to the next level with its new TV character, appropriately named TV-Head Boy, for client Look & Listen's commercial.
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.
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Lowe Bull Group is an advertising agency, specialising in the creation of through-the-line strategic and creative advertising campaigns. They search for the big idea, which is translatable into sustainable, relevant and effective communication. The Lowe Bull Group also incorporates Initiative Media, O.I.L (Original Insight Learning), longtail (e marketing) and Mick&Nick (below the line specialists).- more....