180 Amsterdam’s new commercial for DHL is pure joy. It begins as a simple film of a truck driver singing Cold Play’s classic, Yellow. As she belts out the song, the clip melts into Chris Martin singing the same part of the track on stage as the stadium crowd sings back to him.
The campaign celebrates DHL’s appointment as the official logistics partner to Coldplay’s ongoing Music of the Spheres World Tour, as the band set themselves the goal of making their live shows as sustainable as possible.
Coldplay made headlines in 2019 by announcing that they would not hit the road again until their next tour could have a positive environmental impact. It’s why they named DHL as their logistics partner. Both are committed to a more sustainable future.
The work is running on TV and online supported by print and social media.
John Messum, executive creative director at 180 Amsterdam, commented, “This partnership is an important one as it shows how brands will need to work together to help tackle the challenges of being a sustainable global business. We’re proud to be able to celebrate the valuable work being done by both while capturing the magic of the band’s live experience.”
Dirk Ude, head of global advertising for DHL, added, “Capturing the magic of one of the best known bands in the world, this campaign is a shining example of the creativity that comes through great collaboration with our partners 180.”
The band’s target with this tour was to make it as sustainable as possible, aiming to reduce CO2 emissions by more than 50%, remove at least twice as much carbon from the air as the tour emits and ban the sale of all single-use plastic from the shows. They also harness fan energy through state-of-the-art kinetic floors and power bikes.
Yellow follow 180 Amsterdam’s global film celebrating the brand’s partnership with the James Bond film, Licence to Deliver.
Credits
Agency: 180 Amsterdam
Production Company: Missing Link Films
Director: Peter Lydon
Producer: Ben Link
Executive Producer: Heather Link
DOP: Carl Nilsson
Editor: Govert Janse
