The Ministry of Sound has ditched the clips-from-music-promos
approach in the ad for its latest CD, the Ibiza Annual, a collection of
tracks mixed by the DJs, Boy George and Judge Jules.
Instead, the 30-second TV spot - by M&C Saatchi - conveys the effect the
music has on its listeners. The ad opens on a shot of a patch of skin in
which a vein gradually becomes visible, though inert, while bland music
plays in the background.
However, when the CD comes on, the vein begins to stand out and throb in
time with the track, Cafe del Mar by Energy 52. Finally, the shot widens
to reveal that the vein is in the temple of a clubber who is dancing to
music from the album.
To give the commercial an authentic clubbing feel, the writer, Angela
Jones, and the art director, David Graham-Dao, used the pop promo
director, Michael Geoghegan, who has turned his hand to commercials
through the production company, Pink.
The Ministry of Sound hired M&C Saatchi two months ago to help the
famous club publicise its London venue and a variety of brand
initiatives, including its magazine, radio show, website and record