Minneapolis, MN (October 28, 2005)–In a witty new campaign for Citibank, music and sound design company BWN created (and performed) uniquely different tracks for four spots. Conceived by ad agency Fallon, the campaign features a singing hand and highlights the advantages of having a Citi mtvU card, which is issued by Citibank and designed specifically for college students.
“Poet” is a breathy and smile-inducing ballad with Mr. Hand touting the virtue of five points and how Citi mtvU cardmembers can redeem their points for amazing rewards. Three other spots also showcase the multi-talented hand singing the praises of the credit card and its rewards program.
To complement the wise-guy talking hand concept, ad agency Fallon wanted varying music from the edge to accompany each spot, which were treated with raw editorial and visual effects. BWN submitted a variety of tracks from improvised accordion and distorted drums to a high school jazz number, but the team hadn’t quite found the right voice actor for the spots. Ken Brahmstedt, BWN partner/composer, then offered his own talents for the hand character tests.
“I plugged a guitar into a big amp, saddled up to a mic and ran the recorder for about 15 minutes while I improvised the script–mangled it, rather–until I forced it into the time slot of the :30,” quipped Brahmstedt. “The next morning I presented more music against the voice takes for Fallon, and then with a disclaimer, played my version. After asking me to replay it four times while they were laughing, I figured the creatives liked it.”
The client Citi responded enthusiastically to Brahmstedt’s rendition. BWN worked closely with the agency creatives to determine the music for the other three spots.
“By the end of the creative process, we had so many song ideas, the hand could go on tour to support an album,” concluded Brahmstedt.