Friday, February 26, 2010

Music & the Ad:: Celleste & Yoplait Source

Update 27.Feb.10::  Celleste was kind enough to provide me with the information on the ad agency::
"The agency for the Yoplait ad was BOS (bos.ca). The production house was Staub Studio (www.staubstudio.com). Thanks."
There's a new Yoplait Source ad has been hitting the airwaves pretty hard these days. I haven't been able to find the ad agency behind it for sure, but I think it's CRI. The singer in both the English and French versions is Montréal-based Celleste, who has a forthcoming album. Celleste is well-cast and pulls off the execution. The ads are very similar, but with slightly different flavours featured {Eng/Fr. flavours}, in different orders. The French version swaps Strawberry Chantilly for Pomegranate Blueberry.
Here's the English version::

and here's the French version::

The song is somewhat catchy, but I was reading on a discussion group that someone misheard "Strawberry Chantilly" and thought it was "Strawberry Swahili." Ah, love those mondegreens. The main referent for the concept is Marilyn Monroe's "Diamonds Are a Girl's Best Friend" number from "Gentlemen Prefer Blondes" {1953}::

In 1985, Madonna used the same iconography for her "Material Girl" video::

I think the appeal of the Yoplait ad is the visual iconography and the catchy tune. It's sexy and Celleste is dancing around her yogurt-wielding admirers, which sure beats those Philly Cream Cheese commercials with cooking tips involving manservants. I'm wondering how many people catch themselves singing "lemon meringue"/"citron meringue"...or "strawberry Swahili".

Twitterversion:: #MusicAndTheAd Bilingual Yoplait Source ads feat. #Montreal singer @cellestemusic. M.Monroe iconography & catchy jingle. @Prof_K

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