BETC’s humour gives music streaming platform, Deezer, a bright new personality. The quirky commercial, in which a ballet class is transformed by an invasion of upbeat dance music, leads a brand campaign in France that underline’s Deezer’s new brand signature, Live the Music, that is intended to be both the embodiment of Deezer’s vision of music and a call to people to let go and experience music to the fullest.
“You know when a song that’s so infectious starts playing and you simply can’t avoid tapping your feet. That moment you finally let go and just go with it. We wanted to take that to another level of crazy in this ad,” stated David Martin Angelus, creative director, BETC Paris.
Maria Garrido, chief marketing officer of Deezer, added, “Music is a human experience that is meant to be felt, shared and lived.”
The commercial was directed by upcoming Brazilian director, Nogari, who is starting to build a name for himself after directing commercials for famous brands such as Apple and Budweiser and shooting music videos for music superstars such as Selena Gomez & Rauw Alejandro and Tove Lo.
“In this film, music acts as an automatic liberator. When the right track comes in, suddenly your body is free to express itself. It’s exciting, it’s liberating, it’s completely and absolutely freeing. So, I wanted to feel the escape to showcase the Deezer effect,” Nogari commented.
Behind the campaign are Deezer’s richer music offerings. Since November 13, Deezer users have access to its latest addition, Shaker, the only social music feature on the market that allows any group of friends to effortlessly create a playlist of 70 songs, matching everyone’s taste, no matter the streaming platform used. Other features include HiFi audio for all, exclusive sessions with top artists; the AI generated infinite mix, Flow; music quizzes; lyrics translation or concert suggestions based on preferences and localisation.
The campaign coincides with Deezer’s new brand identity, designed by Koto. The hero spot is supported by two highly infectious tracks – Kitipo by Dixson Waz x La Tukiti (feat Amenazandel) and Boom Shaka by Muzi, that highlight Deezer’s ongoing commitment to support emerging talents from across the world and keep the musical scene as fresh and alive as possible.
Live The Music will be broadcast on television in France and Brazil and also online globally.
Credits
Client: Deezer
Client Team: Maria Garrido, Sofia Oberhoff, Giovanna Varache
Creative Agency: BETC Paris
Agency Managers: Bertille Toledano, Sophie Roberts, Leopold Berges
Chief Creative Officer: Stephane Xiberras
Chief Strategy Officer: Sebastien Houdusse
Creative Director: David Martin Angelus
Copywriter: Tristan Lenczner
Art Director: Simon Carr
Music Creative Director: Adam Ghoubali
Creative Resource Manager: Elodie Diana
Head of TV Production: Karim Naceur
Creative Producer: Leslie Levy
Post-Production Supervisor: Sarah Dufief
Director: Nogari
Production Company: Iconoclast
Producer: Benoit Rocques
Choreographer: Sherrie Silver
Post-Producer: Vanessa Koscianski
DOP: Pierre de Kerchove
Sound Company: General Pop