Born to be mobile
Maissen, Meisterhans & Partner jagen für Portable Shop «alte» Hits durch den Äther
Maissen, Meisterhans & Partner chase "old" hits through the airwaves for Portable ShopBig hits and catchy tunes can arouse positive associations and attention. They are therefore well suited as a sound carpet for an advertising message. That's what Christian Maissen said to himself when he proposed a radio spot concept for image advertising to his client Portable Shop, using schmonzettes from the 60s and 70s. The only problem was that the music licenses were more complicated than originally thought. The campaign would have been unaffordable if the desired cult songs from Doors & Co. had been used.
The solution came from Jürg Metz of the ASW agency A. I. E. Communications, which specializes in spot productions. He searched the Moodmusic archives for tracks that were very close to the originals in terms of tonality and choice of instruments. However, the use of these "sound-alikes" is many times cheaper than the originals.
Christian Maissen wrote new lyrics, each of which rhymed with mobility and laptops. The vocal parts were taken over by well-known Swiss singers like John Brack or Jürg Reinhard (ex Foolhouse).
Mixing and production was done by Marc Frey at Studio Ad Hoc in Brugg.
Crafty and legally without fault
The allusion to the originals is unmistakable. Canned Heat (On the road), Suzie Quatro (48 Crash), Steppenwolf (Born to be wild), Beatles (Come together), The Doors (Riders on the storm) and Fats Domino (Walking) had to be used.
"If the real music had been used, the licenses would have quickly cost a million francs for a year, and the campaign would never have got off the ground," says Jürg Metz, commenting on the shrewd and legally impeccable move. The 30-second spots have been available since the
May 2 on private radio stations in German and French-speaking Switzerland. Rating: worth listening to. Beat Fritsch
The solution came from Jürg Metz of the ASW agency A. I. E. Communications, which specializes in spot productions. He searched the Moodmusic archives for tracks that were very close to the originals in terms of tonality and choice of instruments. However, the use of these "sound-alikes" is many times cheaper than the originals.
Christian Maissen wrote new lyrics, each of which rhymed with mobility and laptops. The vocal parts were taken over by well-known Swiss singers like John Brack or Jürg Reinhard (ex Foolhouse).
Mixing and production was done by Marc Frey at Studio Ad Hoc in Brugg.
Crafty and legally without fault
The allusion to the originals is unmistakable. Canned Heat (On the road), Suzie Quatro (48 Crash), Steppenwolf (Born to be wild), Beatles (Come together), The Doors (Riders on the storm) and Fats Domino (Walking) had to be used.
"If the real music had been used, the licenses would have quickly cost a million francs for a year, and the campaign would never have got off the ground," says Jürg Metz, commenting on the shrewd and legally impeccable move. The 30-second spots have been available since the
May 2 on private radio stations in German and French-speaking Switzerland. Rating: worth listening to. Beat Fritsch
