Variety: Songs for Screens: The Best Ad Synchs of 2017


Target sets an impossibly high bar for itself every Grammys, having helped launch Justin Timberlake’s “Suit & Tie” in a 2013 spot, going live with Imagine Dragons in 2015 and again with Gwen Stefani in 2016. But the retailer outdid itself with 2017’s super-sized campaign, a pop-art remake of Rob Bass & DJ EZ Rock’s “It Takes Two.” Not only did the spot make the unlikely pairing of pop singer Carly Rae Jepsen and rapper Lil Yachty (and producer Mike Will Made-It) work, the three-minute music video even matched Yachty’s signature red-beaded braids with the retailer’s iconic logo.  I for one can’t wait to see what Target does during next month’s ceremony.

Carly’s pals, The Knocks, also made the list with their song “Classic”:

A sleeper hit in the making since its release in 2014, The Knocks’ “Classic” had “synch” written all over it. A chewy Nile Rodgers-esque funk guitar riff and blissed-out vocals from Powers singing about summertime love coupled with a no-brainer hook “And it feeeels so classic…” made it one of the most over-looked songs for years. This throwback Coca-Cola spot not only gives the song its long-overdue treatment, the creative seems practically woven around the whole narrative of the song. It also helped lay the groundwork for future synchwork for dance duo The Knocks, whose work on Sofi Tukker’s “Best Friend” currently stars in the trailer for Apple’s iPhoneX.

Rate article
Add a comment