Tower Records launches new campaign
Tower Records has launched a new campaign in top markets across the nation called "Life Played Loud," building on the company's momentum as it enters the holiday-selling season.
The new campaign features a pair of 30-second TV spots (available here), as well as 15-second versions, in addition to outdoor and radio ads, all of which promote specific songs and films as well as Towers' expansive line of music, movies, games and gadgets. The TV spots were conceived and executed by agency Sedgwick Rd. in the five weeks after they were awarded the Tower account.
"The Talk" spot begins with a relaxing morning of fishing for a father and his young son. The inquisitive youngster creates an uncomfortable situation for Dad when he asks where babies come from. Dad's response to the birds-and-the-bees question, answers the question without actually answering the question ... by referencing the following songs and movies, with hilarious results:
-- "When a Man Loves a Woman" by Percy Sledge
-- "Gettin' Jiggy Wit It" by Will Smith
-- Free Willy - 1993 film
-- "Push It" by Salt n Pepa
-- Gone in 60 Seconds - 2000 film
-- "Hit Me Baby One More Time" by Britney Spears
-- "Roll Over Beethoven" by Chuck Berry
The "Blessing" spot opens with a young man seated at the dining room table, ready to begin a formal dinner with his girlfriend's parents and grandmother. The scene quickly becomes awkward when the stern patriarch asks the boyfriend to say grace. The nervous young man resorts to making up a prayer that is comprised of quotes from popular songs and movie titles, with funny yet questionable success:
-- "Beautiful Day" by U2
-- Dirty Harry - 1971 film
-- "Living on a Prayer" by Bon Jovi
-- "Muskrat Love" by Captain & Tennille
The TV ads are running in New York, Los Angeles, San Francisco, Sacramento and Hawaii, airing on network and cable stations, through the end of the year. Radio ads and non-traditional Outdoor ads are forthcoming.
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