![]() ![]() Jake> There was enough love for this song all-round that the clients felt strongly that it deserved to exist out in the world as a stand-alone song. LBB> And now the song is on Spotify! How did that come about? Jake> I’ve heard he tends to be quite hands on with pretty much everything in his companies so that is not surprising - we’re thrilled that he enjoyed it! LBB> I’ve heard that Richard Branson himself enjoyed the song - can you tell me anything about that? In this case, I didn’t want to make fun of the genre, but instead to jump into the warm water along with it. And it also needed some very earnest and perhaps genuinely sad quiet parts. The texture of the guitars was important - lots of layers, well-tuned distortion, and a touch of chorus for that spectral sheen. I thought it should hit hard, and soar melodically. Strong, sweet, and shimmering, like a nursery rhyme with a leather hide. There are plenty of ways to go with a rock ballad, but I figured that it should be something huge, with plenty of guitars, and something kids would conceivably want to rock with. I remember the request we got being something like ‘rock ballad with angry kids’. Sam> It was a good idea and a good brief, to begin with. LBB> Sam, can you talk us through the process for how the song came together? He took one of the ideas we discussed which was to do an 80s rock anthem and just totally nailed it. The finished song was our brilliant New Math composer Sam Skarstad’s creation. But essentially we were asked to create a rousing anthemic song for a bunch of angry kids to sing at their parents after they deserted them for a VV cruise. Jake> The initial brief was pretty open-ended stylistically, and called for some musical exploration. We love how it turned out, thanks in large part to the performances of these amazing kids! So we wanted to show one of Virgin’s best amenities, the fact that it's 18+, in a way you wouldn’t expect. But we couldn’t help but think kids would want Hamachi Crudo or a hot stone massage, too. SG> When we got briefed, we kept on talking about how amazing the spas, the food, and the amenities looked. LBB> What was the initial brief that came through to each of you, and how does the finished project align with your initial visions? To go behind the scenes of the spot and discover how it all came together, LBB’s Adam Bennett sat down with New Math’s senior producer and composer Jake Falby, composer Sam Skarstad, and the team at Special Group.Ībove: The team of annoyed adolescents provided the perfect soundtrack for the campaign. Thanks to the help of the independent creative agency Special Group alongside music and sound maestros at New Math, the Virgin Voyages ad has become so popular that the song itself is now available on Spotify. The result is a funny, adorable, and somehow anthemic campaign. However, upon discovering that their parents are abandoning them for a pamperous cruise, one group of kids reacted the only way they knew how - with a riotously 80s-inspired rock ballad, complete with a suitably dramatic music video. With the iconic cruise line being strictly 18+, it provides a sanctuary for weary adults looking for luxury. That, ultimately, is the insight behind Virgin Voyages’ latest campaign. It’s just that, for some parents, the cumulative effect of two years of the pandemic - with schools closed and limited opportunities for a change of scenery - the idea of escaping from our beloved, precious children is rather appealing. ![]()
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