While full songs are often condensed to fit into 30-second commercials, the reverse may soon happen if a challenge from Kraft Canada is met by its fans on YouTube.
Sharpe Blackmore EuroRSCG, one of Kraft’s agencies of record, created a TV spot for Ritz crackers called “Let it Rain” that began airing on April 27. It shows a young girl planting a Ritz in her yard, hoping it will sprout like a plant.
On May 1, Sharpe Blackmore vice-president and creative director Ron Tite posted “Let it Rain” on YouTube. The post’s comment section quickly filled with questions about the song in the ad. People wanted to know if a “full version” existed.
The song was composed and performed by Ian Lefeuvre, a writer at Pirate Radio, and currently exists only in 30-second form.
However, on May 15 Tite posted a video response saying if the commercial receives 10,000 views by June 10, Kraft would pay to have Lefeuvre record a full version and make it available for purchase online. All money from sales would go to the artist.
“This was just put up on my personal portfolio page on YouTube,” Tite said, adding there was no attempt to force the ad into the viral space. The interest grew organically.
“Doing [my] video was a very low-cost way of further engaging the people who are already passionate about the spot.”
The ad was part of the Spread the Ritz campaign, which launched last year. The strategy is to connect with consumers on an emotional level with a message of simplicity.
“With this campaign, one of the ways we felt we could connect emotionally with the consumer is through music,” said Chet Dhole, Ritz’s brand manager.
Kraft used the same approach for Ritz last year in the “Bait” television execution that featured the song “When I Go” by independent U.K. duo Slow Club.
Since Tite’s challenge was issued, a YouTube user called SoccerLoverz17 has created their own video encouraging visitors to watch “Let it Rain.”
A Facebook group has also been launched to increase viewership. At press time, the ad had 3,862 views.
