A little bit about how it all came together. Good to see Mickey Petralia was involved in this too. He's been involved in both the music for FOTC and The Muppets if I remember correctly.
How the Music Company on Old Spice's 'Dadsong' Got the Ad's Twisted Genius Just Right Scoring the sequel to 'Momsong' By Tim Nudd
Old Spice this week unveiled "Dadsong," its second lunatic 60-second musical via Wieden + Kennedy—the sequel to the award-winning "Momsong" from a year ago. Clearly, the music on a commercial like this isn't just an important component—it's the main component, around which everything revolves.
AdFreak caught up with Sara Matarazzo, owner of music company Walker, which coordinated the scoring and recording of the music, to ask how it all came together.
AdFreak: What was the brief for "Dadsong"?
Sara Matarazzo: We worked on the "Momsong" campaign, so the idea for this one was to create the second single off the "album." The challenge was to create a track as good as the first while keeping the campaign consistent and cohesive.
How is "Dadsong" different from "Momsong," creatively?
The key difference with "Dadsong" is that we introduced a new perspective to the story. We needed to juxtapose the moms' feelings with the dads' through the music. The main melody of "Momsong" was written in an unusually low female vocal range, which contributed to our purposefully homely performances. However, "Dadsong" utilizes a more traditional female range in order to allow the full male register to shine through. The new arrangement of voices helped accentuate that back and forth and allowed us to build the song up to a bigger climactic moment with voices hitting notes all over the pitch spectrum.
Walk us through the creative process.
We worked with Bret McKenzie and Mickey Petralia from Flight of the Conchords on board to compose the music. We have worked with Bret and Mickey on several ads over the years, so this was a nice reunion. We actually wanted to work with him on the first Old Spice spot but he was busy writing music for Muppets Most Wanted [following his Oscar-winning work on 2011's The Muppets]. I told him, "We have the perfect campaign for you," and he was available. Of course, he nailed it.
The process started with Bret and I going back and forth with the creatives at the agency to refine the music, melody, chords and arc. When we got to a place where the team was happy, Old Spice gave us the green light and production on the spot began in Prague with director Andreas Nilsson. Once we had rough picture, our music producer Abbey Hickman worked on [voice] casting with the agency to match our actors. Walker engineer Graeme Gibson oversaw working with our casting and creating demos to show all the possibilities and different directions our vocals could be, which helped to choose our favorite takes and piece together the elements. After the singers and musicians were selected, we went to Vancouver to direct and final record with them.