Saturday, 31 August 2013

M83: Hurry up we're dreaming (about advertising!)

There are times when TV producers and advertising people seem to be listening to the same music.

Previously Moby's Play album seemed to be a ubiquitous soundtrack to adverts, TV news and magazine features. At other times it was Royksopp's Melody A.M that was the CD that the TV producer and advertising agency executive kept on their desk.

Right now it seems to be the turn of France's M83, who seem to be soundtracking everything on TV at the moment.

Sure, they did a proper soundtrack to Tom Cruise's Oblivon movie, earlier this year, but their work being incorporated into advertising campaigns has probably given them a bigger exposure.

So even if you've not consciously been listening to one of France's biggest musical exports, chances are you know some of their music without even realising it.

For example, Persil uses Outro for their For Whatever Life Throws at you campaign.

The advanced cleaning properties of contemporary French electronica obviously attracted another with Midnight City featuring in a campaign for Ariel.

M83 are also there to help you choose which clothes you wash,  for those who buy expensive American lingerie.

My Tears are becoming a Sea was an appropriately aquatic soundtrack for the UK trailer for the film Rust and Bone (De rouille et d'os)

In another promo, Channel 4s' gritty drama Red Riding in 2009 featured the track Gone from the Dead Cities, Red Seas & Lost Ghosts album from 2003

Curiously, it wasn't the band's only association with things Red that involved Riding, the song Just a Fragment of You credited to Anthony Gonzalez from M83 and Brian Reitzell featuring in the soundtrack of the 2011 film Red Riding Hood.

Meanwhile, France's car industry was quick to get wise to the epic and technological sound of M83, using it in the Capture Life campaign for the Renault Captur.

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