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Brands & Merch
Faithless video doubles up as car ad
By CMU Editorial | Published on Tuesday 10 August 2010
Assuming you accept that music videos are basically just elaborate commercials for the songs that soundtrack them, then why not double up and use the vid to flog a car too?
Well, that is what Faithless will do with their next pop promo as part of the dance combo’s previously reported marketing partnership with Fiat. The video for next Faithless single ‘Feelin Good’ will also be a three minute car marketing feast, and Fiat have bought an entire ad break on Channel 4 in which to premiere it. At least four people – idiots if you like – are calling the pop-promo-meets-commercial a ‘prommercial’.
The video will premiere in a commercial break spot during next Sunday’s ‘Big Brother’. It’s not clear if the full video will then be shown again at a time when people might be watching, though a thirty second edit will be included in normal ad breaks, and presumably the whole thing will also be available online somewhere. Possibly on the Facebook group for Punto Evo fans.
Commenting on the ad/promo combo in a way likely to cause you to be a little bit sick in your mouth, Fiat marketing lady Elena Bernardelli told reporters: “We’re thrilled to be launching the first ever music/brand ‘prommercial’. No other car brand has co-created a music video where the story has been written with the car and band as equal partners, both as important as each other to the plot. The video is really fun and uplifting and we hope it genuinely does leave people ‘feelin good'”.
Meanwhile Faithless popped out of their luxury apartment in Sell Out Alley to say this: “We’re always looking at new ways to get our music to different audiences and exploring new ideas. The idea of showing our latest video on TV during an ad break is a first for us or any other band”.
