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Native Brings Delectable Sound to M&S Food's 'Adventures in Imagination'

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Company brings Clean Bandit's "Rather Be" to delicious campaign

Native Brings Delectable Sound to M&S Food's 'Adventures in Imagination'

The track is "Rather Be" by Clean Bandit, and it is the rather hooky ear worm that has been soundtracking RKCR's incredible new M&S Food campaign.

Native were tasked with finding a track that matched the vibrancy and innovation of the visuals.

Dan Neale, Creative Director at Native explains "We had quite a task, as the creative team at RKCR/Y&R had set the bar so high with their visuals and concept, that it deserved an amazing track to accompany them. When we put "Rather Be" against the early mood film we knew it had something. The riff is so playful and infectious it suited the fun feel of the films. It's also played on piano, synth and strings at different points in the track, so the potential to keep each ad sounding fresh was a massive bonus".

The PR the campaign has generated, including articles in the Daily Mail and a Campaign Pick of the Week, has seen this new campaign hailed as a "return to food porn" with reference to the hugely successful ads of 10 years ago that also focused entirely on the food.

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Advertiser: M&S

Brand: Food

Post Production / VFX

Post Production Company: MPC

Production Company

Director: Michael Roulier and Philippe Lhomme

Production Company: Food Film


Artist: Clean Bandit

Licensing : Native

Music Supervision: Native

Song: Rather Be

Creative Agency

Creative Agency: RKCR/Y&R

Art Director: Chris Hodgkiss

Copywriter: Pip Bishop

Executive Creative Director: Mark Roalfe

Head of TV / Production: Jody Allison

Integrated Group Director: Tim Page

Music Supervisor: Dan Neale

Senior Account Manager: Anna Crabtree

TV Producer: Tim Page / Rachael Wong

Genres: Music performance, Music & Sound Design

Categories: Food, Convenience

Native Music, Tue, 28 Oct 2014 16:24:33 GMT