JWT makes Shell’s day with viral music success

First we had tech companies (Apple in particular) taking over music, now it seems to be brands. The music business really has got itself in a mess. As someone observed to me the other day, the small number of big owners have actually killed off labels and much music diversity (and revenue) in the process.

Not Shell’s fault, of course, whatever else you might blame the oil major for.

This is the latest instalment of its #makethefuture campaign, featuring Jennifer Hudson, Pixie Lott and other middle of the road popsters hymning Shell’s environmental efforts. From JWT and various allies.

As content goes it’s certainly being shared: over two and a half million YouTube views in a couple of weeks.

JWT has handled Shell since 1928. So the two old stagers can move with the times. The performers who don’t get picked for these wholesome entertainments may not entirely welcome this.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.