SoundAdvice.ch for Mr Propre - Jingle rejuvenation

Описание: This felt like dusting off the crown jewels of advert music. The marketing team behind iconic household cleaning brand "Mr Propre" approached us to create the soundtrack for their "Power Spray" launch campaign, which they knew from the start would require multiple versions and lengths to fit the needs of the various countries in scope. But most importantly - despite a wall-to-wall voice over, the team challenged us to come up with a soundtrack that would rejuvenate and expand on their iconic jingle : much to our surprise, the fine art of arranging and rearranging a familiar melody to fit new stories is apparently all but lost.
Well - we grew up with the jingle and were only too happy to oblige.

As ever, the key was to align a music brief, to set the direction for the rearrangement. We articulated it for the client around "recreating the uplifting, anything-is-possible feel of a lightweight, upbeat, modern comedy, with a touch of powerful magic underlining the brand's appearances and interventions." After that, the whole process was relatively easy - we ended up creating around 10 versions of the soundtrack.

The other key to our client's happiness is the fact that we don't create a master track for, say, the 20 or 30 main film, then cut the finished work in bits and pieces to shoe-horn it into shorter lengths. Instead we re-arrange and re-play everything for every length of film, so that everything always sounds and feels made to measure - for a much higher emotional impact on the consumer, without the cringeworthy "bad edit" moments which have ruined many soundtracks and ads.

We're showcasing four versions here : the original 20 second French version with its infamous VO, then the instrumental - to give you an idea of the level of detail required to make a proper arrangement work, then one of the 15 cut-downs with added tag, and then - the ultimate challenge : a SIX SECOND version created for web-adverts in Germany. Enjoy - and visit us at www.soundadvice.ch, or contact us at [email protected], for more information about how we can resolve your music-for-brands headaches.

Mr Propre and the original Mr Propre jingle incorporated here are the property of Procter & Gamble International Ops SA. Advert created by Leo Burnett UK. No copyright infringement intended.

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