Guest post by DDB’s Eric Johnson (photo)
First, the DDB Chicago Music Department would like to thank every participating musician for their work and effort! We were overwhelmed by the number of submissions for this project, and are grateful to everyone who took the time to enter. Given the number of submissions, we were not able to provide the degree of feedback that we would have liked, but please know that competition was close! We wish each of you the best of luck in expressing your talents and continuing your journey as musicians.
As a department, we work across all brands within our agency’s office – among them State Farm, Mars/Wrigley, Capital One, Morton Salt, Emerson and McDonald’s. With this session in mind, we were looking for submissions that fit our idea of the McDonald’s brand; we were moved by music that felt energetic, upbeat and contemporary, songs that inspired feelings of lighthearted fun. One of our most recent examples of this sort of placement comes from the band Earthy Babes, featured in our ad for Spicy Chicken McBites.
Narrowing down these submissions to reflect our top five choices was no easy task, but we have done it. While there were numerous bands that we liked and competition was close, we felt that these five acts offered the best overall representation of what McDonald’s seeks to achieve sonically in our ads.
So, here they are!
– Giants and Toys began with a great, rollicking rhythm and kept even pacing throughout the duration of “Blue Cars.” The melody present throughout the song give a great sense of what most music supervisors are looking for when we talk about the need for energy and movement from a track.
– State of Grace showed great harmony and agreement with “Things We Do,” providing the sort of energy and buoyancy needed to keep listeners and viewers interested!
– Engine pulled us in with driving piano chords and engaging harmonies, making “Cold Dead Rain” an instant favorite. The ability to gain the attention of an audience and to hold their curiosity is critical; this song shows the promise of being able to do that well.
– Christina Brehm‘s “Song from 22” engaged us upon hearing just a few notes, and had wonderful changes throughout. No easy feat to accomplish!
– Karine Ste-Marie submitted a track that immediately imparted a feeling of fun and expressiveness. “Another Day” featured several of elements that could work to convey many emotive needs within an ad.
Congratulations to our winners, and to our runners-up; this contest was full of tough decisions, and you’re all winners to us! Thank you to Benjamin Debusschere and his team at MIDEM for giving us the opportunity to participate in this year’s pitch session.
Eric David Johnson, Executive Producer of Music & Creative Integration; & Jocelyn Michelle Brown, Associate Music Producer, DDB Chicago.
Find the winners of all of the midem 2013 Music Pitch sessions – Activision, Red Lobster, Ogilvy & RipTide – here: http://midem.sonichub.com/ Congrats to the winners; to everyone for taking part; and to Sonicbids for hosting the competitions