The snap, crackle and POP of Now United- and Don Draper and “Mad Men”.

It’s always been about Less Is More and the flexibility and opportunity to start with a clean slate. It’s kinda like You Are What You Eat, but more like The Company You Keep and Keep Off The Grass. But I’ll stick with Less Is More and something I learned in advertising about the KISS Theory of Keep It Simple, Stupid.

It’s here that when my friend Simon Fuller mentioned that the mainstream pop group he manages- Now United- was put together was for his three young daughters- very much a gift for them- as a father, I understood along with certain personal memories. 

Recently, when we had a quick chat and he mentioned that Now United could be anything that seemed right, I saw how this group could be very effective in advertising- either as animated group creating a more positive world or very much of a hardback to those Kodak Moments days when so many of us in ad agencies were working with some brilliant recording artists who we had record jingles for us.

Like who? Justin Timberlake, Ray Charles, Florance and the Machine and the various sync deals for brands like Nike, Coca-Cola, McDonald’s etc and using the music of John Lennon and the Plastic Ono Band, Barry White, Eric Clapton, Steve Winwood etc.

Now United is Now and also Then whereas nostalgia has always been a powerful tool in advertising when used wisely. Just ask Don Draper.

With this in mind, there’s no reason why the multi cultural Now United couldn’t create a possible new career opportunity for themselves by appearing in an advertising campaign for an international airline, a hotel group, a soft drink brand or the Hong Kong Jockey Club who have brought them to Hong Kong to especially perform at its showpiece event that is the Longines Hong Kong International Week. 

Not hip enough? Ever checked on the popularity on social media of James Blunt or Ric Astley?

Some things can’t be planned. This is what going viral means and just how powerful advertising that touches heart and head can be.

In advertising, we always talk about “Me, too” advertising, where the blind lead the blind and brand personalities become bland personalities. 

Music- the right music- has always played a huge role in advertising and branding. 

It’s not always about what’s popular whether this be more K-Pop or Rap or whatever is the latest flavour of the month. 

At least to me, being in advertising meant many things including creating work that stood out from the crowd, made people think and feel and made even the unhip memorable for all the right reasons.

This meant creating an emotional connection with the audience along with giving a brand a USP- Unique Selling Point- and seeing how far this took a product as well as affecting you as an individual and a reminder as to who matters in your life and why.

Advertising and being in it and thinking how it changed you can very well be a religious experience.

---