British cosmetics brand Rimmel London showcases its new Provocalips 16-hour kiss-proof lip color in its spot, “Provocalips.” The brand’s partnered model, Georgia May Jagger, sports the robust rouge with predictable pomp and flaunts Rimmel’s characteristic “London Look”. Swedish band, LaDiDa drives the spot with its energetic, distorted guitar, matching the punk tone of the brand.
Money On Shoes (without Beer)
Great Song, New Version
According to HM Communications, the media and creative agency behind the campaign, “Provocalips” was aimed to inspire the risqué side of Rimmel London’s audience. To amplify the brand’s message, this spot required a punchy song that exuded spontaneity. Wave Studios, the audio post-production company for the ad, discovered that song after Tarjas White, Licensing & Business Development Manager at Music Dealers, instructed them how to search key terms in the Music Dealers catalog. The challenge was crafting the perfect version of that song.
Assisted Customer Search
According to White, Wave Studios found “Money on Shoes” by LaDiDa and loved it; - however, the lyrics had to be identified. Afterwards, the brand’s lead agency requested an edited version of the song before presenting it to Rimmel. White and Music Dealers Director of Artist Services Rob Lindquist managed all interactions, working with the artist and the client to create the best version of the song for the spot.
Tagged as “Mean/Tough” and “Rowdy,” among other keywords in the catalog, “Money on Shoes” rocks through Rimmel London’s spot perfectly. The brand’s message of excitement and rebelliousness was echoed through LaDiDa’s punk beat, deepening the brand’s sonic identity. According to the agency’s follow-up survey, “97% of participants expressly stated they had a positive experience with the brand.”