The song was the most important thing in this campaign because it dictated the pace of the film, the style of the character, and the whole mood of our communication.

We knew people couldn't sing at shows, parties, and karaoke bars during the pandemic. So we understood that the shower became central to singing out loud. And when it comes to karaoke, you just can't leave Total Eclipse of the Heart out.

Besides being a karaoke hit worldwide, it had all the components we wanted: it's impossible not to sing along to, singing it in the shower is totally factual, and it has that irresistible guilty pleasure mood.

So it was the best choice we could have made.