npower - "The Hum"

FCB London

FCB London London, United Kingdom

2813

Brand: npower
Country: United Kingdom

Advertiser: npower

Title	The Hum
Agency	FCB London
Campaign	The Hum
Advertiser	npower
Brand	npower
Date of First Broadcast/Publication	2018 / 3
Business Sector	Energy Production, Raw Materials & Minerals
Philosophy	Today, FCB Inferno launch a new ATL campaign for npower, supporting their transformed CGE anthem – Jerusalem – to give athletes their first official track as they journey towards the Gold Coast 2018 Commonwealth Games. As the largest group of English athletes ever prepares to leave British shores, npower has created a campaign built upon the universal truth of ‘home support.’ Identifying that the more vocal fans there are behind the athletes, the better the performance of the whole team; npower’s Team England campaign looks to galvanise the support of the nation by making CGE’s anthem more accessible for a modern-day fan base. In 2010, 'Jerusalem' was chosen by fans to replace 'Land of Hope and Glory' over God Save The Queen as the official Commonwealth Games England anthem. However, despite the fanfare around the change, the track has only been used for medal ceremonies. To bring the track up to date and get the entire nation behind Team England, npower and lead sponsorship agency Ear to the Ground and Syco Entertainment to enlist pianist and music producer Tokio Myers - known for his winning performance on Britain’s Got Talent - to modernise the iconic English hymn. The film shows snippets of people humming a tune in everyday situations – making tea, in a changing room, at work and in the shower, demonstrating the way an earworm spread and highlighting the fact that although the nation knows the song, they don’t necessarily know the words – before the camera drops to reveal a radio playing the official track, and finally cuts to the Abbey Road studio, revealing Commonwealth Silver medallist and star of The Voice UK Jazmin Sawyers singing onstage. Recorded at London’s famous Abbey Road Studios, the 23-year-old Law graduate, who won silver at 2014 Commonwealth Games in Glasgow with a 6.5m leap, was accompanied by a 54-piece orchestra and full choir. The long jumper was joined by teammates including Max Whitlock, Ellie Robinson, Jack Laugher and Lois Toulson, before they all head down under in advance of the official opening on 4th April. The track was released on the 16th March on radio, VOD and Spotify, Jazmin and Tokio hope the rousing rendition will spur on fellow Team England contestants to glory. The film will go out across VOD, Radio and OOH and will include social media activity on the ground in Australia as the athletes prepare for the games to start.
Media Type	Television & Cinema
Length	30 seconds
Market	Israel, Australia
Account Director	Kirsten Barnes
Creative	Gerard Roda
Creative	Vivien Decombe
Producer	Hanna Davis
Account Director	Jo Sweeney
Executive Vice President	Sharon Jiggins
Director	Alvaro Ramirez
Edit Company	Nick Parish
Post Production Company	Unit
Sound Compangy	Unit