An exquisitely beautiful online ad for Lipton T.O. called ‘The Revolution in Tea’ has been shortlisted for a CLIO Music award in the Commercials/Promos category. The spot, which was music supervised by global music agency, Big Sync Music, features a modern rearrangement by Dom Howard of Tchaikovsky’s Swan Lake classic ‘Dance of the Cygnets’.
The film, directed by Saam Farahmand at Rogue Films through adam&eve DDB /Tribal Worldwide features cutting-edge filming techniques and draws inspiration from T.O by Lipton’s visible brew orb, in which you can see the tea brewing. To create a visualisation of the tea leaves dancing and blending inside the orb, Cirque du Soleil performed in air and underwater in colourful outfits representing specific flavours - each one behaving as the tea leaves and capturing the essence of the brewing experience.
Big Sync co-founder Phil Lawlor said: ‘We were brought in from the very beginning to help shape the sound and music brief for Lipton TO. The ambition was to bring something musically unexpected and fresh to Lipton - a well loved and established brand. We worked extensively with the composer Dom Howard, from the band Submotion Orchestra, to create a blend of something familiar yet unexpected. Dom took inspiration from the classical world and merged it with a contemporary style that works perfectly to picture. The big challenge with the project was to ensure that the music hit all the visual cues on screen. Timing was key and we spent huge amount of time and energy to make sure the music punctuated the fabulous choreography.”
He continued “It was an absolute pleasure working with Dom as well as adam&eve DDB, Tribal Worldwide and Rogue Films and we’re honoured to have made the CLIO Music shortlist. We’re also chuffed that two other campaigns, music supervised by Big Sync Music, have made the 2016 CLIO shortlist; AXE - Not Just a Pretty Hairstyle and AXE - Find Your Magic - well done to those teams and good luck in next month’s awards!”
Last month Big Sync Music won an International Music & Sound Award for Magnum’s Be True to Your Pleasure, featuring Mechanical Bride’s eery version of ‘Umbrella’.