Scheyer Sells EMusic

S.F. Shop Touts MP3 Site as the Better Way
LOS ANGELES–Scheyer/SF has launched the first national consumer ad campaign for, an online seller of downloadable music.
The estimated $6-10 million effort debuts the tagline, “EMusic. The way to download,” and includes cable and network TV, network and spot radio, print and billboard ads.
The San Francisco agency handled the creative and assigned media placement to KSL Media, San Francisco.
One 30-second TV spot shows a computer user who is watching a used-car salesman type named Fred hawk bad, “used” bands on the Web. The savvy, young computer guy grimaces, saying, “Fred, that’s not the way to download music.” He then clicks on A voiceover explains the site has thousands of songs and entire albums in the MP3 format that can be downloaded for “less than the cost of a CD.”
Another spot shows a pair of nerdy salesmen arriving at a guy’s apartment. They both try to sell him a new invention to download music, but the young man invites them in to see how provides better quality and selection. The salesmen then hit the streets with their
new find, the EM logo shaved into their hair.
“We wanted our look and message to be as visionary as the company it represents,” said agency principal Dennis Scheyer.
The print, radio and billboard ads echo the TV effort.