Covered in Ad Age Creativity, October 11, 2006.
Say goodbye to the time-honored tradition of big brands appropriating existing popular music for advertising campaigns. A new era of musical marketing is dawning — the era of the "adverband," a group of unabashed sellouts who create music for the sole purpose of shilling for a brand. The poster boys of this new era? RockDotRock, a blatantly Symantec-branded '80s-style hairband formed by Night Agency to sing the praises of Symantec's online security software.
"For our first campaign for Symantec, we created a soundtrack to the movie Phished and featured it at SafetyTown.com, and were really excited at the amount of downloads," says Night Agency executive creative director Scott Cohn. "Based on the success of the music, we thought it would be fun to run a little further with the idea."
