New York, NY (July 26, 2004)–G&E Music has been making great inroads in the commercial spot world recently, creating original music for three national spots for NYC-based ad agency Saatchi & Saatchi. Having worked with G&E principles Glenn Schloss and Erik Blicker before, Saatchi lead writer Kelly Coveney initiated G&E’s demos for the first spot, Crest White Strips, and then gave G&E a shot at two others.
Providing direction for the Crest White Strips spot was an Ella Fitzgerald swing track chosen by the Saatchi creative team. Instead of recreating a unique version of the track just to eliminate licensing fees, G&E was asked to deliver something new and fresh, while evocative of the style. “We created a younger, hipper version of the traditional jazz skat, brought our own unique vibe to that style,” explained Blicker.
After completing the Crest White Strips commercial, Saatchi enlisted the G&E team on another spot, this time for Head & Shoulders. “They were looking for a sort of jangly bluesy track, so we recorded acoustic guitars, live bass and drums,” shared Schloss. “Kept it simple. It fit the picture real nice.” Again, Saatchi was pleased with the results.
The third spot, for Olay, completed the hat trick for G&E, who on this third occasion was the only music house Saatchi called on for the score. “We sent them six or seven demos, and the very last one they heard was the one they went with,” recalled Schloss. “We had a lot of fun with it. We brought in a sax player and laid down a Bossa groove, then dropped in a little James Bond secret agent man vibe at the end–kind of a playful, sneaky music for the woman who’s fooled her admirers.”