Creative director Philip Ireland of Ireland/Davenport explains, “The challenge of the brief was twofold: to find a way of showcasing the colourful new range of iPod Nanos in the most creative, entertaining and exciting way possible, and to create an ad that encapsulated the energy, innovation and lighthearted way of the iPod brand itself.“
Ireland/Davenport decided early in the process that the music used for the commercial had to be from an up-and-coming South African band. “We saw it as an awesome opportunity for iPod to promote local music” explains copywriter Rod McCall.
Finding the right song was a lengthy process due to the sheer number of bands who auditioned. But as soon as the team heard “Bleeding in a Cab” by the New Loud Rockets, it knew this was the song they'd been looking for. “It's fun, energetic and unbelievably catchy. Most importantly though, it makes you want to get up and dance!” says art director Gina King.
The New Loud Rockets is a young and down-to-earth Cape Town based-band that has reportedly been making waves in the local music scene for the past year. It recently completed recording its debut EP entitled ‘Let's Play House', which consists of five tracks including the soon-to-be-released single ‘Bleeding in a Cab'.
Adds creative director John Davenport, “We are thrilled with the ad; featuring a local band for an international product which traditionally uses famous bands was a challenge, and the results speak volumes. The song sums up the image of the Nano perfectly.”
The creative team behind the campaign:
