AmEx Rings in the Holidays With Jingles for 100 Small Businesses
"Beans, beans!
Beans, beans!
Not the beans you eat
Not butter or 'banzos
They're coffee beans
Andytown has the beans we mean
Brewed hot and fresh—
Ohh beans!"
Happy holidays, Andytown Coffee Roasters of San Francisco! You've been chosen by American Express to receive a brand-boosting holiday jingle you can use to drum up traffic all year long!
AmEx and DentsuMB developed the program and plan to create songs with brand-specific lyrics for 100 small businesses in the coming weeks, along with videos and support materials in select markets.
Singers and dancers salute Andytown in the clip below. Roll that musical bean footage!
"Our goal is to help bring attention to the importance of shopping small while also offering small businesses something they can use throughout the next year, beyond just this holiday season," says Andy Goldberg, SVP global brand planning and content at AmEx.
This trailer puts the project in perspective:
Jingle Sells! Jingle Sells! AmEx says so in campaign materials. At any rate, generating some buzz can only help the song recipients, which lack the resources to create and place such campaigns on their own.
So, season's greetings, Semicolon Bookstore of Chicago!
Good tidings to you, Brooklyn Blooms of New York!
OK, they're basically tweaked versions of the same tune. But they're free and micro-targeted for different cities, so don't be a Grinch!
Which reminds us, AmEx also created regional clips boosting small-business commerce, urging folks to "shop small" in New York, Chicago, S.F, and Los Angeles. Here's a taste:
Broadway talent including Rebecca Naomi Jones, Courtnee Carter and Jorrel Javier perform each jingle, with videos directed by Mirada's Mathew Cullen (who's worked with Beck and Katy Perry). Score-A-Score wrote and produced the songs.
DentsuMB's gifting like a boss these days, with the AmEx effort following its charming Christmas film for Coca-Cola. Elsewhere, Ikea also created original music for the holidays. Just one song, though. Slackers.
Other notable initiatives to aid SMBs, many focused on minority-owned startups, include campaigns from Vans, Square, Vimeo/Mailchimp and NYT/MassMutual. In a lighter vein, AmEx and DentsuMB recently collaborated on ads using quirky humor to explore small-business themes.
And lastly, on the bean front, Josh Groban belted out a bombastic ballad for Bush's a few months back. We're talking baked, not roasted. (That one was like a Christmas present that arrived early!)
CREDITS
CLIENT: AMERICAN EXPRESS
SVP, Global Brand Planning & Content: Andy Goldberg
VP, Global Brand Content: Allison Silver
Director, Global Brand Content: Ann Mecca
Senior Manager, Global Brand Content: Diana Fernandes
AGENCY: dentsuMB
Global President: Jon Dupuis
Chief Creative Officer: Menno Kluin
Global Executive Creative Director: Julie Scelzo
Creative Director, Art: Alyssa Ollis
Creative Director, Copy: Bo Jacobson
Creative Director, Copy: Rebecca Albert
Creative Director, Copy: Christina Pitsinos
Associate Copywriter: Sam Woznica
Creative Director, Art: Garam Park
Associate Art Director: Brian Swan
Head of Production: Ed Zazzera
Executive Producer: Celia Everett
SVP, Global Music Production: Jerry Krenach
Integrated Digital Producer: Serena Bove
Managing Director: Luke Kenny
VP, Account Management: Joey Ziarko
Account Director: Ali Napier
Account Executive: Troy Hudson
Senior Business Manager: Marie Sawicki
Senior Talent Manager: Hilary Olesen
PARTNERS:
MIRADA
EVP/Executive Producer: Anna Joseph
Head of Production: Mari Geraci
Director: Mathew Cullen
Producer: Rob Newman
DOP: Tristan Sheridan
Production Designer: Kristen Vallow
1 st AD: David Goldstein
Choreographer: Tony G
Executive Producer: Evan Astrowsky
Post Producer: Katia Nicolova
Post Coordinator: Diliana Angelove
Editor: Darren Richmond
Editor: Michael Hackett
AE: Teddy Walter
AE/Assitant Coordinator: Maura Kearney
CIRCLE PRODUCTIONS - Toronto Canada
Executive Producer: Karen Tameannko
Production Supervisor: Dave Ford
Production Coordinator: Chris Poowah
Assistant Coordinator: Tyler Klementti
Toronto Prod. Designer: Melanie Garros
Wardrobe Stylist: Amber Watkins
MUSIC - Score a Score
Original Songs and Music Production: Score a Score
Executive Music Producer: Jake Weinreb
Executive Music Producer: Jordan Passman
Music Producer: Ben Santoro
Music Producer: Max Ferguson
Vocal Producer and Engineer: Bri Holland
Vocal Coordination and Contracting: Encompass Music Partners
Mix Engineer: Steve Sopchak
COLOR // Company 3
Colourist: Siggy Ferstl
Senior Producer: Matt Moran
MISC //
Mix Engineer: Dan Viafore
