Native was chuffed to see that Music Week had highlighted the work it did with M&S Fashion / RKCR Y&R
in this week's 'SYNC STORY' feature.
The company had the pleasure of working with the agency as music supervisors, and the track that was pitched and licensed is "Come Get It Bae" by Pharrell Williams.
Native was brought in at a very early stage to talk about possible contenders for the project, and worked closely with the agency to test several tracks and find the right combination of swagger, sass and wit. "Come Get It Bae" has all of those elements in abundance, and the guys at Native knew when they heard it, with this campaign in mind - that it was going to be hard to beat.
Native worked with labels and publishers for months listening to existing and yet to be released tracks, but in the end everybody agreed that the Pharrell single was the right track to use.
The brand were looking for a follow up to the massive success of using "Sing" by Ed Sheeran in their Autumn campaign, and "Rather Be" in their Food commercials.