Two young South Africans have created the sound behind the visuals which have the Internet world astir - Paul Norwood and Craig Hawkins, founders of original composition, sound design and final mix studio, Audio Militia.
Created by Ogilvy & Mather for Bajaj Auto Ltd in India, the commercial has gone viral across the web, with over 300 000 viewings on YouTube alone, not to mention the numerous other sites carrying the ad. Flighted in India, the commercial shows five stunt riders pulling off some jaw-dropping stunts on their Bajaj motorbikes.
But it's not just the stunts which have had people watching the ad over and over. The music, composed and played by Audio Militia, is getting just as much comment.
The bikers perform against a musical backdrop of syncopated classical guitar melodies, accompanied by Brazilian-style percussion, with ethnic drum sounds layered across each other, building into a full, modern rock drum sound, with electric guitar riffs to rev up the emotions evoked by the stunts.
And it is this soundtrack which has people in India buzzing. Watblog.com, billed as India's refreshing blog on web, advertising and technology, calls the music “simply amazing and makes you want to watch the video over and over again”. On Adoholik, an awestruck “Atlas” writes: “I am in love with the track composed by Audio Militia…I'm simply replaying the 1+ min audio clip probably for the last two hours!”. The Bajaj offices have even been fielding calls from people wanting to know where they can buy the track.
“We were quite overwhelmed by the hype the commercial generated on the web,” says Paul. “Most people thought the track was a song off a band's album, so everyone was searching for this mysterious 'Audio Militia' band, in the hopes of finding the original,” he laughs.
“This kind of response is always refreshing, as it reminds you that although we work in such a commercially driven industry, we're still producing art, and this is what keeps us grounded.”
Visit our PRESS OFFICE: The Re:public Media Group is a brand-centric group of companies that offers a full turnkey branding communications solution primarily in the advertising , and television production arenas.- more....
Connected by: Uninet
muti
del.icio.us
stumbleupon
yahoo
google
facebook
newsvine
Digg
Reddit
GoGuide
