O2 lines up Michael Kiwanuka’s ‘Light’ as the sync to its brand new advertising campaign
04 March 2020 - Press releaseO2 has teamed withGlobe - Universal Music UK’s creative agency - to line up Michael Kiwanuka’s track ‘Light’ as the sync to its latest, fully integrated advertising campaign. Building on its rich heritage in music and live experiences, O2’s campaign shows its customers as the headline act, highlighting the exclusive perks and benefits of being on O2.
The new ad follows a customer walking through a park. When his old phone dies, suddenly everything changes. An amazing show begins to take shape around him - with dramatic lighting, lasers shooting out of cars and a stage rising up beneath him as he experiences a moment where he is in the spotlight. Finally, he leaps from the stage back to the ground and we return to normality.
Dan Kenworthy, Creative Sync Manager at Globe says, “What a fantastic campaign to be part of. ‘Kiwanuka’ is one of the most important albums of the decade and deserved all the critical acclaim it received. Michael’s music has always lent itself so well to sync and ‘Light’ is the perfect track to accompany the narrative of this ad.”
The 30 second spot aired for the first time on TV on Saturday 29th February during Ant and Dec’s Saturday Night Takeaway, as well as popular films Central Intelligence on Channel 4 and Daddy’s Home on Film4.
In addition to TV, the creative will appear across a wide selection of out-of-home sites across the UK, as well as on video on demand, press, radio, and via a bespoke experience on Spotify.
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