Fallon Sets Musical Mood for Starbucks

NEW YORK What if life had a soundtrack? Singers serenading a man and a woman enjoying Starbucks drinks make that happen in two new spots from Fallon.

Noam Murro of Biscuit Filmworks directed the two 30-second TV commercials, which begin airing Monday, May 10. In one, for Starbucks DoubleShot, a canned espresso drink, ’80s hair band Survivor follows a worker named Glen as he commutes to work. “He knows one day he just could become … supervisor,” the group sings to the tune of its 1982 hit, “Eye of the Tiger.” Onscreen copy reads, “Bring on the day.”

The second spot features a woman who drinks Starbucks’ bottled Frappuccino at work. An a cappella group dressed in yellow suits sings to her as she takes a break. “It’s Stacey’s time to clear her mind, so step off Bob, expense reports can wait,” they harmonize. Copy proclaims, “Work can wait.”

“We were trying to give a taste of the brand, a taste of the experience” of drinking Starbucks products, said Ari Merkin, executive creative director at Fallon in New York.

Creatives on the campaign, including art director Rob Baird and copywriter Allon Tatarka, decided to feature Survivor as a “visual sample of what the product actually does for you—DoubleShot kicks off your day,” Merkin said.

The Frappuccino spot, on the other hand, featured an a cappella group because the product is meant for a different time of day and frame of mind. “DoubleShot is about getting you going in the morning,” Merkin said. “Frappuccino is about taking a moment for yourself in the afternoon.”

A previous Fallon ad for DoubleShot, which broke this time last year, showed a man being chased around his apartment by a suit. A Frappuccino spot that broke at the same time showed faxes, phones and other office items sticking to a frazzled woman.

The two products are part of a joint venture between Pepsi-Cola North America and Starbucks Coffee Co., called the North America Coffee Partnership. The entity spent about $15 million advertising the two beverages in 2003, according to TNS Media Intelligence/CMR.