Upbeat Acoustic Music Provides McCann with the Perfect Backdrop for High-Tech Rollout

A killer combo calls for the perfect score. The NYC music company Pull provided just that for agency McCann’s new campaign that pairs Verizon with the iPhone6s.    

The :30 spot, “Emoji,” details a national promotion offering cellular customers the chance to trade up to the iPhone6s when they switch to a Verizon plan. An iPhone6s is the star of the ad, hovering front and center as playfully simple images, emoticons and animations work with the VO to tell the story. “If you’re going to get the best iPhone, wouldn’t you want the best network?”

Pull composer Mitch Davis paces everything with an upbeat Americana-tinged original composition. Working in collaboration with Eric Johnson, SVP & Executive Music Producer for McCann, Davis devised a score where guitar, mandolin and tambourine provide a natural-sounding counterpoint to the high-tech offering.

“’Emoji’ called for instrumentation that had to strike a number of balances for Verizon,” Davis says. “Eric and I agreed that it should sound light but not childlike, fun without being silly, important without being overly serious.”

“Getting the music exactly right for this Verizon campaign was a challenge,” notes McCann’s Eric Johnson. “We had to strike a balance, making it celebratory but not too saccharine. That’s what led us to Pull: They have a great instinct for making something beautiful, but with just a tinge of melancholy that makes the track feel genuine.

“Mitch Davis historically plays unique instruments that puts his compositions into their own musical territory,” Johnson continues. “As a result, I can get sounds from Pull that I won’t easily find anywhere else. Mitch is a great engineer, instrumentalist, and songwriter – you put all of that together, and you’ve got a special musical resource.”

Davis is no stranger to the iPhone – his music was used by Apple in 2007 for the first-ever iPhone commercial. The gentle acoustical accompaniment that he supplied is an important reason that the spot for that landmark launch stands as a classic ad today. “It’s a pairing that still makes sense,” says Davis. “It’s good to know that some of my favorite sounds remain right for the iPhone.”

 

CLIENT: Verizon

Vice President Geoff Walls

Executive Director David Bowen

Associate Director Michael Somers

Associate Director Kristie Joosten

AGENCY: McCann

SVP, Group Account Director: Olivia Heeren

Account Director: Dave Ashley

Account Supervisor: Abby Brewer

Executive Creative Director: Chris Mitton

Executive Creative Director: Caprice Yu

Senior Art Director: Rick Cohen

Senior Copywriter: Dan Berenson

Junior Copywriter: Peter Sherer

Business Manager: Debbie Gleason

Producer: Lauren Bauder

SVP, Director of Verizon Production: Michele Ferone

Music Producer:  Mike Ladman

SVP, Executive Music Producer:  Eric Johnson

Head of Production: Nathy Aviram

PRODUCTION COMPANY:  1st Ave Machine

Director: Tim Brown

Partner/Executive Producer: Sam Penfield

Executive Producer: Garrett Braren   

Head of Production: Lisanne McDonald

Producer: Barry Gilbert

Line Producer: Peter Repplier

Director of Photography: Igor Martinovic

Production Designer: Lester Cohen

Set Decorator: Joe Petruccio Propmaster: Holbrook Hays

Visual Effects Supervisor: John Loughlin

Editor: John McSwain

Compositors: Inti Martinez, Matt Monson, Alan Neidorf

Color Grading:  Sofie Borup @ Company3

MIX STUDIO:  Sonic Union

Engineer: Paul Weiss

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