Tomi Um - Puttin' on the Ritz by Gregory Porter
An ad by Mother London that comes along with its very own "lyric video."
In the gorgeously illustrated lyric video an animated couple makes its way through town dancing to a version of the classic 'Puttin' on the Ritz' track by American jazz singer Gregory Porter. The words to the song appear on billboards, traffic signs, and store windows. The lyric video capitalizes on the YouTube trend for videos where a song's lyrics are spelled out in words on the screen. It's part of an attempt by the brand to break into a new category and win over a younger audience. Read more about the campaign over at AdAge.com.
Also released as a single on iTunes and in physical formats. It plays as an animated version of the broadcast spot, with an animated version of the couple dancing around the city and employs a similar color palette. The campaign also include OOH, digital, PR and in-store components.
Director: Sophia Ray
Producer: Matt Frost
Illustration: Tomi Um - Dutch Uncle
Animation: Jonathan Briggs & Oscar Gränse
Character Animation: Lydia Carter
Production Company: Nice&Polite
Agency: Mother London