We wrapped up production on a radio spot that argues the benefits of pouring concrete for our area’s roadways (hear it here). It broke yesterday (2/7/12) and is airing across several well-listened regional radio stations.
When we presented the concept to the Sierra Nevada Concrete Assoc. board, we ran into a familiar conundrum: How to best convey the spirit of the music you want to underscore the spot, without having the actual music. It’s never a simple task, but I was fortunate in that two pieces caught my ear awhile ago. Both grandly fit the tone of the commercial. Shooby Shooby Do Yah, by Mocean Worker, and Yuri’s Oi Va Voi captured the right turn-of-the-century, men at work, skyscrapers being built and concrete being poured feel, but with a modern 21st Century musicality.
The board liked the direction and green-lighted production, which meant trying to nail that same musical vibe heard in the presentation examples, but from a library of stock music. (An original musical score was beyond the budget.)
After sifting through a ton of tracks, Bouncing Ben had the right emotion. As you can hear, it’s a bit different from the conceptual samples. But in a good way. Standard for any advertising creative endeavor is the understanding that the end product is wonderful amalgamation of engineering and surprise. Ultimately, you want the finished piece to live up to the idea that was originally presented to the client. But you also want it to assume its own natural personality.
This music carries that positive feel of progress, with a couple of added elements that perfectly punctuate the spot – the singer’s “boh-boh-boh…” at the :18 mark for example.
Give it a listen and shoot back your thoughts.