I'm sure, by now, most of you know about Natasha Bedingfield's song, "Unwritten", and how it was successfully used in global P&G advertising campaigns for its female-focused shampoo brand, Pantene. You might also be interested in knowing that the ad agency which came up with this music-commercial duet is also responsible for a brilliant music placement move: calling for artist submissions to decide which song should go along with their ads.
Pantene and Revlon both benefited from this table-turning technique, as their campaigns got an extra hand from some fine tunes of some otherwise invisible musicians. Rosie Golan is a New York singer/songwriter whose song "Shine" was selected for Pantene out of the 400 tracks the agency received, because the marketing masterminds behind this endeavor were convinced it delivered the female empowerment message they desired. This practically kicked off her career, as, after providing the background for the shampoo ad, her song stirred up some attention and got her on iTunes, One Tree Hill and even on the album market with a self-produced record.
When we read about this we were pleasantly surprised to see that the ad business is really acknowledging the potential of unknown artists and more than delighted to spot an opportunity to hit the jackpot for musicians themselves; similar to MTV's initiative of opening Rock Band appearances for the masses, it's a direct, honest and well-targeted approach that could just help you land a more than decent placement contract out of nowhere and go everywhere from there, so...watch out for who's calling, you might be able to answer.
Oh and here's Natasha Bedingfields song for those who like the song and video:
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