DIGITAS, Chicago / JENNAIR / 2019
In the United States, Sub-Zero/Wolf has become the mindless default of the luxury design world. But in reality their ultra-expensive facades hide cheap construction and plastic materials.
For our 1950s style department store, we wanted a song that was deceptively pleasant, sweet but eerie – almost propaganda like. With a music production house, we developed our song, harkening to an unplaceable nostalgic era. Steady piano chord strikes provide a beat-driven backbone for our robotic mannequin world. We wrote lyrics to be a jab at our main competition – a siren-like tribute to being blissfully stuck in a world of predictable Old Luxury:
It’s another very perfect day
Where everything’s OK
Oh, won’t you stay?
Can’t you see how easy it could be
When everything we dream
Is just the same
Follow me, come dream our dream
Then, as the song comes to a grinding halt, the world and music transition to an unapologetically defiant soundtrack. It is gritty, modern and aggressive, with a strong beat to emphasize the new awakening of our heroine.