LOS ANGELES – McCann-Erickson’s office here appeals to consumers’ softer side in its first work for Windham Hill Records.
The TV campaign for the adult contemporary music label breaks this month. Spending for the effort is approximately $5 million, according to industry estimates.
Each of four thematically similar, 30-second spots highlights the music of a different Windham Hill artist against images of nature and home. One spot for artist Jim Brickman uses a consistent shot of a sun-kissed body of water, without cuts or changes in camera angle. White text appears across the water: “Winding river. Summer breeze. Close your eyes. Feel the current take you. Jim Brickman on Windham Hill.” The spot ends with the Beverly Hills, Calif.-based client’s logo, and the new tagline created by McCann: “The music inside you.”
“Many people are Windham Hill candidates,” explained Peter Serchuk, executive vice president and executive creative director for McCann’s Los Angeles office. “But they just don’t know about [the artists]. … We really wanted to capture the passion and intimacy of the music in these spots and point consumers to the Windham Hill label.”
Other spots feature the music of Will Ackerman, George Winston and Janis Ian. Ian’s spot uses muted, soft footage of a home, while others show trees and snow-covered mountains. The spots will air in major U.S.
markets such as Los Angeles, San Francisco, Boston and New York on Lifetime, A&E, Discover, ESPN, the Food Network and other cable and broadcast outlets.
A fifth TV spot highlights the label’s Christmas music. The campaign will eventually include print ads, as well as more TV spots featuring other artists, Serchuk said.
McCann won the account in February after a review. The Windham Hill Group is a division of BMG Entertainment North America.
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