Ad of the Day: Twinings

Another unknown indie singer makes her ad debut. But is it as authentic as it sounds?

Music is so key to so many commercials these days—it's often literally the centerpiece. When it comes to indie artists, there's a formula to it. Find an undiscovered singer with a single striking track, build a spot around it, and partner with the artist for promotions. The singer gets exposure; the brand gets a measure of authenticity and coolness.