Whether you’re throwing a poolside bash or a lakefront campout, all parties need music. In its flagship video, Kube, a waterproof cooler and Bluetooth speaker system, highlights all of the wonderfully wet ways Kube can create a 125-decibel experience for any type of party — as well as keep your drinks cold, of course. Cast with dozens of beautiful music lovers (our favorite kind of people) and scored with the funky house instrumental “Northway” by French duo artist Else, this ad is just as sleek as the Kube itself.
Culturally Relevant Music
The consumer electronics tradeshow CES features plenty of tech debuts, from smart folks to Bluetooth toothbrushes, and it can be easy to be forgotten after the event ends and dismissed as simply an expensive novelty. The production team at Arts + Labor would see that no such fate befell the Kube and began crafting a full brand through its video, “Kube Sound” that depicted the various parties and people for whom the Kube would best fit. To build that consumer culture, the video would also need authentic music that these types of people – technologically-adept and socially-savvy Millennials – would actually be listening to during pool parties and beach bashes.
Online Music Search
Co-Producer of the short film Saved by the Belding and writer/co-director of the feature-length comedy Wild in the Streets, senior producer Scott Hamilton of Arts + Labor used the search tool to discover the sound of Kube. Tagged with various keywords like “Electro House”, “Fun”, “Energetic”, and “Electronic Drums”, “Northway” was originally released as a 2012 single by the French electronic duo, Else.
Authentic and Engaging
Comprised of two French 20-somethings, Yanis Hadjar and Louis-Gabriel Gonzalez, Else has gained notable prominence in the electronic scene, from nightclubs along des Champs-Elysées to the infamous island of Ibiza. Often compared to the likes of Daft Punk, Else creates shimmering house music that walks the line between atmospheric ambience and feel-good funk – exactly what most Kube owners would be bumping out of their speaker-fridges.