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Dairy Gets A Colorful Makeover With Help From DeepMixCreates an updated version of the Len Barry track ?1-2-3.? (September 16, 2004)
Music design company DeepMix was recently called on by ad agency DDB Chicago to create an updated version of the Len Barry track ?1-2-3.
In ?New Side, dairy is moving on up the nutritional and dieting charts thanks to the new 3-A-Day campaign. The bright and colorful spot celebrates the health benefits of milk, cheese, and yogurt. Challenging the popular belief that dairy is fattening, the spot portrays healthy and fit women who are burning fat while receiving their nutritional value of calcium. The cheerful music of The Januaries, combined with vibrant images of fruity yogurt, cheddar cheese, and refreshing milk, make dairy and exercise irresistible. DeepMix, who arranged the music for 3-A-Day, successfully created a fun and delightful feel to deliver the good news about dairy to healthy people and weight watchers alike.
According to DeepMix Creative Director Dave Curtin, DDB Chicago had rights to ?1-2-3 and wanted an upbeat, contemporary version of the song with female vocals. Curtin had a strong relationship with The Januaries and brought them in to record a demo. DeepMix then presented several different demos to the agency for consideration. The Januaries version received a great response from the agency and client and was chosen for the project.
?I think the process went very smoothly and the agency creatives were really good at giving direction, concludes Dave Curtin. ?We took that direction and communicated it to the people we had on the demos. Working with The Januaries was a great experience. We felt The Januaries demo was particularly strong and had the right hints of flavor to give it a nice feeling. Everything came together organically and the end result was a product that everyone could stand behind.
Client: Dairy Management Inc.
Spot Title/Airdate: ?New Side :30/September 2004
Ad Agency: DDB Chicago
Creative Director/Copywriter: Jeanne Shields
Art Director: Bruce Cascia
Producer: Kellie Heartwell
Production Company: HSI/Los Angeles, CA
Director/DP: Irv Blitz
Executive Producer: Maddi Carlton
Producer: Franny Freiberger
Where Shot: Los Angeles, CA
Editorial Company: Outsider Inc./Chicago, IL
Editor: Michael LaBellarte
Postproduction Company: FilmWorkers Club/Chicago, IL
Colorist: Michael Mazur
Online Editor: Jeff Charatz
Licensed Song: ?1-2-3 by Len Barry
Executive Music Producer: Dave Curtin @ DeepMix/Hollywood, CA
Arrangement & Vocals: The Januaries
DeepMix is located at 6255 Sunset Blvd Suite 1024, Hollywood, CA 90028. Telephone: 323.769.3500. Facsimile: 323.417.5134.
For more information visit www.deepmix.com.
Related Keywords:DeepMix, Len Barry, DDB, The Januaries, Dave Curtin, FilmWorkers Club,