Furniture retailer and 2011 Cannes Lions Advertiser of the Year IKEA has launched a new ad campaign designed for the US Hispanic market. IKEA and ad agency *S,C,P,F searched for a composer with a dept Latin artist influence for its new spot and Miami-based original music and audio post facility Uptempo’s Aaron Fishbein was an exceptional match.
The spot follows a wed couple in search of the perfect kitchen cabinet doors; the wife prefers a party environment while the husband favorsa more romantic ambiance. IKEA and *S,C,P,F depended on Uptempo’s commercial talent and ability to maneuver a variety of different music styles flawlessly to execute a compelling score.
The agency was looking for music that were appealing for a 35- 40 yearsold audience. For the romantic track, Fishbein played the guitar and worked with Sam Hykem trumpetist from the Miami Symphony orchestra to produce an original score that connected with IKEA’s audience immediately. Fishbein, himself, also performed on the party track which was a house track influenced by the sounds of recent Top Ten music tracks list performed at the clubs. The score for the new ad was achieved in just a couple of days.