For Converse’s new “Connectivity” campaign they’ve turned to some music artists to help them reach out to their target. Pharrell Williams, who produced the song;
R&B Pop/New Wave/Multi-Genred artist Santogold; and Julian Casablancas, lead singer of The Strokes, created the song “My Drive Thru”. The artists were given the freedom to create something cool and they ran with it. It seems like Converse is trying to reach out to and inspire an audience in hopes of subliminally selling them an idea.
What’s smart about this kind of ad it that is can run as both an ad and a music video. So it reaches beyond just selling something and falls nicely into its place in pop culture. It promotes both the brand and the music artist. So it’s dual purposed and somehow seems less selfish than most ads. And in a time like this, where the music industry is struggling, there are certainly no shortage of musicians willing to jump on board with efforts like this.
I’ve said before that I think music can’t be the only great thing about your campaign. But I think that Converse is a well established brand with a good product and this idea illustrates how fresh and hip the brand really is.