Butter Gets Kinky for Ad Council - Creative Planet Network

Butter Gets Kinky for Ad Council

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Butter

Composer and Creative Director Andrew Sherman, in conjunction with EPOCH and long-time partner Euro RSCG, recently composed an upbeat, whimsical track to complement a six-spot campaign for the Ad Council. The campaign promotes the organization's Bedsider.org site, which offers lessons on a variety of birth control methods.

As Butter's rollicking track featuring French chanteuse and lyricist Nicole Renaud plays, we encounter couples lodged in awkward romantic interludes: The corner of a bed frame collapses; a couple spins and falls out of the shower; a young woman bumps her head on a sunroof; a man struggles to peel his girlfriend's pants off. "You didn't give up on sex," a narrator reminds the viewer. "Don't give up on birth control."

"There is something so wonderfully innocent, and relatable, about the scenes in this spot," noted Butter EP, Ian Jeffreys. "We saw very quickly that the music would need to accentuate the awkwardness of the characters. Anything modern or edgy would make the spot feel sexy, and sort of dirty, so we took extra care to avoid that in the music. The agency also asked for something that was 'blissfully unaware of its surroundings,' so that we didn't oversell the humor of the spot."

Euro RSCG tasked Butter with creating a piece that felt like a preexisting song, but in a language other than English so that it had the presence and personality of a singer without distracting from the story. Butter created several demo tracks in varying styles and tones for the agency to choose from. "Creating a piece of music that feels found is no small task," stated Jeffreys. "Artists spend years perfecting their songs and recordings, so achieving that in a week can be quite a challenge. Drew and Nicole's collaboration really exceed expectation. The results are magical."

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Credits

Client: Ad Council

Spots Title:

Bedsider, Awkward Times, Couch, Funny Fails, Jeans, Undress

Air Date: November 2011

Agency: Euro RSCG Worldwide

Chief Creative Director: Lee Garfinkel

Creative Director(s): Lisa Rettig-Falcone, Al Kelly

Art Director: Bekky Pollock

Copywriter: Alicia Nigara

Integrated BCST Producer: Candice Vernon

Account Director: Tamara Goodman

Account Supervisor: Kristin Alfieri

Head of Production: Joe Guyt

Prod Company: EPOCH

Director: Greg Bell

DP: Anthony Wolberg

EP: Lisa Margulis

Producer: Emily Skinner

Production Design: Victoria Morris

Wardrobe Stylist: Thomas Murray

Editorial: Mackenzie Cutler

Editor: Dave Anderson

EP: Sasha Hirschfeld

Producer: Meagen Carroll

Telecine: CO3

Colorist: Rob Sciarratta

Music: Butter Music and Sound

Composer(s): Andrew Sherman, Nicole Renaud

About

Butter is a creative sonic collective committed to maximizing the impact and effectiveness of music and sound design for moving pictures and environments. Working within a collaborative environment featuring four in-house composers, access to myriad others throughout the sound world, and a core creative team, the studio emphasizes a friendly, inviting atmosphere.

Clients include Smart Car, Kayak, Keystone beer, Clinique and Lysol, via high-profile agencies, including Merkley + Partners, Saatchi & Saatchi and Euro RSCG. Butter also scored a stirring film portraying the construction of the new buildings at the World Trade Center site in New York. The studio has had work shortlisted at Cannes.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com

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