New York, NY (April 6, 2011)–Original music and licensing company Sound Foundation has placed its music in new Calvin Klein and Victoria Secret ad campaigns.
Sound Foundation, led by executive producer/music supervisor Vasili Gavre, landed an international, multimedia campaign for Calvin Klein One Underwear, featuring an array of licensed tracks; and a new Victoria Secret ad “Incredible,” directed by Michael Bay, featuring the song “Get Some,” by Lykke Li.
“For both of these projects, the challenge was all about finding the right songs,” Gavre says. “There’s so much music out there, but the more we work with our clients, the more we understand them and what they need. It’s always satisfying when you find the right track — and for both of these projects, we did just that.”
The new Calvin Klein One Underwear ad, created in-house, features numerous licensed tracks ranging from classic R&B like Kool & The Gang’s “Jungle Boogie,” to new artists like Sky Ferreira, and even quirky cuts like the theme song from The Price Is Right. In addition to TV spots airing internationally, the ads are also on display at retail store kiosks, online and on select mobile devices that feature an augmented reality component.
The new Victoria Secret ad, “Incredible,” directed by Michael Bay, spotlights the lingerie and apparel makers new line of bras. The spot features the models Erin Heatherton, Chanel Iman, Candice Swanepoel, Lily Aldridge and Adriana Lima strutting their stuff to the Lykke Li song, “Get Some.” This is not the first time Sound Foundation has place Li’s music in a Victorial Secret ad; they placed her track “Little Bit” in the 2008 Victoria Secret ad “IPEX,” featuring Heidi Klum.
Gavre also negotiated 1000 free downloads of “Get Some” that Victoria Secret offered through the company’s Facebook fan page.