Deloitte Digital Australia creatives, Matt Lawson and Charles Baylis, have taken out Round 4 of the Siren Awards for their 90 second sea shanty advertisement.
The ad, “Deloitte Touche Tohmatsu LLC” for Suzuki Vitara showed a new twist on the traditional seaman singalongs, by mixing it with modern-day love songs.
Sung in the tradition of a sea shanty by band The Longest Johns, the energetic ‘belt-bucklin’ number tells the epic journey of a man driving in his Suzuki Vitara to buy almond milk for his sweetheart.
Give it a spin below and see for yourself.
The ad is part of an integrated campaign, along with Land Shanties a seven-song concept album available to stream on music platforms.
Creatives, Matt Lawson (featured image, right) and Charles Baylis (left), said the ad was unique because they “used an aquatic audio strategy that hadn’t been used in hundreds of years to sell land-based automobiles.”
“Sea Shanties were sung to make arduous, deadly and boring voyages more fun, so, imagine what they can do for fun voyages!”
“A Love Song to the Internet” celebrates the unexpected wormholes the internet leads its users down.
The modern-day love song was created by Jared Wicker, Elaine Li, Ralph van Dijk, and Andy Hopkins from Howatson+Company/Eardrum for carbon neutral internet provider, Belong.
They were winners in the campaign and audio innovation categories and achieved a highly commended in the single ad category.
CRA, chief executive officer Joan Warner said the Round 4 category winners demonstrated the power of audio in engaging target audiences.
“The songs have supported the brands to make an emotional connection with their audiences in a uniquely creative way,” she said.
Winning entries from each round are entered into the 2022 Gold Siren Awards, with the winner to be announced in May 2022.
Round 5 of the 2022 Siren Awards is now open, with entries closing on February 8, 2022.
