Lorde's track Royals reigns for the second week on the Billboard Hot 100 music chart and is currently the most requested on-demand track. The New Zealand group is raising dust in other areas as well.
Among other things, their song was used by the creators of the Samsung advertising campaign, in which football star Messi played the main role. Royals song it basically talks about the easy growing up of young people and opposes the consumer society. Nevertheless, it seems that nothing is sacred in the world of consumerism.
Samsung is in its recent ad starring a football star Messi, used music by a New Zealand band Lorde, which has been ruling the charts for several weeks Billboard. In doing so, he made several mistakes.
In recent years, global brands have been extremely keen to identify themselves with popular music and, in a way, help it to become popular with this support. In this case, however, it is Samsung made an ad that is the complete opposite of the story told in the song Royal and the belief of the band's star - Lorde. When a brand uses music, it definitely needs to fully understand it.
Facts:
– Song "Royals" in fact, it is about rejecting the materialism that dominates the music scene, which is permeated with commercially subtle messages. And it focuses on the simplicity and childlike joys of the daily lives of teenagers. This is absolutely clear from the text.
– Samsung used this song content for an ad promoting the Samsung Galaxy Note 3 (around 600 euros) and the Samsung Galaxy Gear (around 300 euros). Far from a simple childhood dream.
– Lionel Messi is one of the highest-paid celebrities in the world, who appears in the ad as an "investor" who visits a slum in an underdeveloped "corner" of the world. He walks around the neighborhood in a strict business suit and uses his "Gadget" - Gear and Galaxy Note to build a soccer field in this poor neighborhood, of course he is not very gentle. The irony is the happiness of the children when they see the new pitch, because it is not clear whether they are happy about the pitch or the fact that Messi will help them in some other way.
It seems that big brands want to reach their target population at all costs regardless of the casualties they leave behind. Samsung used a piece whose basic story is at odds with the story of an ad that sells us something completely different.
Social networks have already finished, because young people not only listen to the lyrics of their idols, but also understand them, unlike advertisers.
More information about Lorde:
https://www.facebook.com/lordemusic
