"In terms of the message that "Stay True, Leave An Impression" is communicating, the statement is an invitation for consumers to express themselves in a way that is both genuine and authentic, applauding conviction in oneself to leave an impression in life. The advertising campaign - including the TVC "The Drummer" - features a range of characters who have each been selected for what they represent; epitomizing the campaign message of being genuine, authentic and ultimately staying true to yourself
In the case of Ben Mead, who stars in the TVC, he was selected because he serves as the embodiment of 'Stay True'; he has passion and self-belief, is rooted in self-fulfilment rather than impressing the crowd. Ben has played in a variety of bands, ranging from harder rock to indie to electronic, following his passion around the globe, touring across the Americas and Europe. However, he is also someone who rejected the path of record contracts, with his current band preferring to play in less well-known venues in East London, because this is where they feel their music is best appreciated.
We also chose to focus on the drummer as it was the less obvious musical choice. Brands typically 'hero' the front man of the band - the singer or the guitarist - but Ballantine's is standing up for a more deep-rooted and genuine passion; heroing those who do not seek the limelight, but pursue music because it defines them. The drummer is in many ways the unsung hero, at the core of the music without drawing attention to himself."
"We held auditions in Argentina, London, New York and Paris, and had a very clear idea of what we were looking for; a passionate but unassuming drummer who cared more about music than fame or success. It was Ben's story that made him stand out from the crowd; he had always been so passionate about drumming, forming and joining many bands along the way, rejecting opportunities to chase record labels that would allow him to pursue the sort of music he loved, whilst also holding down a 'day job' to fund him through the gigging and touring.
This is exactly what the Ballantine's campaign is all about; whether it's drumming, dancing or painting, it's all about doing it with conviction, doing something for yourself and because you believe in it."
"Music has always been at the heart of Ballantine's, having pioneered music initiatives such as Loud Blue, a social media platform that allows people to turn their photos into music and Ballantine's Soundtrack of You, a campaign in which people around the world told their life story through music, as well as partnering with recognizable artists and sponsoring events and festivals around the world. Music embodies the creativity and flair that Ballantine's has championed with its Leave An Impression positioning and now, with the launch of the new Stay True campaign, we can hone in on authentic artists, genres and venues that have stayed true to their roots."
"Ballantine's will continue to partner with genuine and authentic musicians in the future, although there are no specific names in mind yet. We also anticipate that our local markets will put their own twist on the campaign, by featuring relevant local artists, who resonate with their customers, in support of the Stay True campaign.
'Stay True, Leave an Impression' is Ballantine's new strategic brand positioning and accompanying marketing campaign. It serves as an invitation to consumers to express themselves in a genuine and authentic way, applauding conviction and self-belief. The global campaign, a natural progression from the brand's hugely successful 'Leave an Impression' campaign launched in 2007.
The campaign will feature a number of authentic 'Stay True' protagonists, who have each been chosen to front the campaign because they epitomise the message of being genuine, and of staying true to yourself."
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