Like Tenacious D’s Best Song in the World, which is up to 57,080,126 views on YouTube alone, The Worst Song in the World is hilarious. Cheesy, silly…addictive. You just have to watch it all the way through, like its protagonist does, or rather listens to it all the way through on her headphones. With visible distaste.
Why does the protagonist listen to the song all the way through – especially as she obviously hates it and the band keeps questioning why she would?
All is revealed at the end. Worst Song is an ad by Rosapark for grocery chain Monoprix. It exists – and makes you watch, and its protagonist listen, all the way through to remind you of Monoprix’s delivery service.
How? No spoiler here. Watch it and see.
Yep, having your hands free changes everything.
“To create ‘the worst song in the world’, we had to find the musical universe that would be the farthest away from the young woman’s. It was a clash of generations, styles, tastes. But we also strove to create a song that could be a guilty pleasure, the sort of song we love listening to, even if we don’t want to admit it, » explained Gilles Fichteberg, co-founder of Rosapark.
The campaign went live on Twitter April 12 with the hashtag #LaPireChansonDuMonde (The Worst Song in the World) and is being spread in social media. Tweeters can have their messages transcribed into the song’s instrumentals by submitting them to KaraoTweet. Several lucky users will even have their tweets sung by the brand’s community manager.
The film will air on TV, and be posted on YouTube, Dailymotion and throughout the brand’s social networks.
It was directed by Traktor, the filmmaking collective with 23 Cannes Lions, 2 Cannes Grand Prix and 2 MTV Awards nominations under its belt, due in part to its unique way of working Traktor is several talents under the same name – so collective thinking on each project, but one leader on set.
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Creative Directors: Gilles Fichteberg Et Jean-François Sacco
Ad: Nazgol Athari-Nejad
Copywriter : Hélène Boudin
TV Producer: Thomas Laurent
Strategic Planning Manager : Sacha Lacroix
Account Management: Fanny Desvignes, Quentin Barbaray, Charlotte Giraud
Strategic Planning: Alexandre Ribichesu, Sarah Herbain
Associate Director: Quentin Labat
Client Director: Lucile Wissocq
Strategic Planner: Sarah Herbain
Head Of Digital Strategies: Jeanne Neuschwander
PR: Mélanie Colléou
Production Company: Stink
DOP: Nico Poulsson
Producer: Marine Garnier
Production Direction: Guillaume Richard
Post-Producer: Toby Ridgway
Editing: Yann Malcor
Sound Post-Production: Schmooze
Musical Composition: Simon Davis
Brand Management: Florence Chaffiotte, Nicolas Gobert, Stéphanie Jallet & Angeline Froger