M&C Saatchi shows how latest Ministry CD affects clubbers

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.

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

label.



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