New York, NY (November 6, 2015)—Original music house Pull provided the score for agency McCann’s new campaign that pairs Verizon with the new iPhone 6s.
The :30 spot, “Emoji,” details a national promotion offering cellular customers the chance to trade up to the iPhone 6s when they switch to a Verizon plan. An iPhone6s is the star of the ad, hovering front and center as simple images, emoticons and animations work with the VO to tell the story. “
Pull composer Mitch Davis paces everything with an upbeat Americana-tinged original composition. Working in collaboration with Eric Johnson, SVP & executive music producer for McCann, Davis devised a score where guitar, mandolin and tambourine provide a natural-sounding counterpoint to the high-tech offering.
“’Emoji’ called for instrumentation that had to strike a number of balances for Verizon,” Davis says. “Eric and I agreed that it should sound light but not childlike, fun without being silly, important without being overly serious.”
For Johnson, getting the music exactly right for this was a challenge. “We had to strike a balance, making it celebratory but not too saccharine,” he says. “That’s what led us to Pull. They have a great instinct for making something beautiful, but with just a tinge of melancholy that makes the track feel genuine.
“Mitch historically plays unique instruments that puts his compositions into their own musical territory. As a result, I can get sounds from Pull that I won’t easily find anywhere else. Mitch is a great engineer, instrumentalist, and songwriter—you put all of that together, and you’ve got a special musical resource.”
Davis is no stranger to the iPhone. His music was used by Apple in 2007 for the first-ever iPhone commercial, a gentle acoustical accompaniment.