When the nice folks at J. Walter Thompson Amsterdam approached us for the third time on behalf of Plus Supermarkt we were thrilled to work together again on the new ‘Plus Christmas Commercial”.
At the time we only had a storyboard to go on but it was clear from that very beginning that we needed a song that would lend itself for a contemporary re-recording.
In our minds the music - always - supports the narrative of the brand, and with this particularly heart-felt story we knew we had to re-create an icon. Our goal was to spark recognisability with the viewers, and create a song that has relevance on its own but could gain new meaning as the soundtrack of this beautiful film.
We tested numerous iconic classics, modern evergreens, and also a fair share of still unreleased songs. The campaign is scored with a new version of Robbie Williams’ smash-hit ‘She’s the One’ which was originally released almost 20 years ago this December. The track is sensitively performed by British recording artist, Frances, who was nominated for a BRIT in the category ‘Critic’s Choice’ for 2016. With Frances on board we knew we’d struck gold. From the first demo all the way to the final version Frances’s interpretation brought something really special and unique to this project. We give special thanks to Frances for pouring her heart and soul into it.
The new campaign follows in PLUS Supermarket’s (new) tradition of exploring family narratives at Christmas, which started last year with J. Walter Thompson’s campaign showing a co-parenting family during the festive season.
The track was produced by Amp.Amsterdam. Listen to ‘She’s the One’ here: https://AmpAmsterdam.lnk.to/shestheone
Brand: Plus Supermarkten
Production house: PinkRabbit Amsterdam
Agency: J. Walter Thompson Amsterdam
Creatives: Chris Sant, Dieuwer Bulthuis
Screen producer: Kiek Beljaars
Director: Ismael ten Heuvel
DOP: Martijn van Broekhuizen
Editor: Martin Heijgelaar (MRTN)
Music: Frances - She’s The One (original song by Karl Wallinger, Universal Music Publishing)
Music Supervision (research, production and licensing): Amp.Amsterdam