Lucky Generals & Big Sync Music Team with Pot Noodle to Launch Rap Artist RAYLO
Unilever-owned Pot Noodle has launched a rap artist called RAYLO as part of Pot Noodle’s current ‘You can make it!’ advertising campaign.
Pot Noodle has collaborated with creative agency Lucky Generals and music agency Big Sync Music to create and produce a music video which launches today. The video officially launches the popular rapper track behind the recent Pot Noodle ad.
The ad, which has had nearly 2 million views on YouTube, featured an unreleased track called ‘Winner’ by up and coming music act RAYLO, fronted by 27 year-old rap artist Reece Whyte.
After being heard for the first time on the Pot Noodle TV campaign, there was a huge amount of interest in the track from the public and music industry alike, which culminated in RAYLO signing ‘Winner’ to be released by US based record label Ultra Records, home to the likes of Calvin Harris, David Guetta, OMI and Tiësto.
Unilever worked with Lucky Generals & Big Sync to launch the track on a bigger scale – building upon Pot Noodle’s strategy of helping young people to ‘make it’. As well as launching the music video online, the film will be aired at The X Factor tour nationwide and hosted on Shazam as part of a wider media partnership.
The music video for the track, shot by Carly Cussen of MOS films, stars RAYLO performing at a gig, while cutting back to a young woman, apparently getting ready to join him on stage as a singer/dancer. But similarly to Lucky Generals’ boxer film for Pot Noodle, there's a twist: she does sign language to rap music (NB: she is unbelievably cool - she does this in real life, as her parents are deaf).
Pot Noodle has recently reinvented its brand strategy with the help of Lucky Generals by positioning it as a product for young, ambitious people who focus all their time pursuing their dreams, and very little time on cooking. Historically the brand had been synonymous with the lazy youth generation of the 90s.
Lawrence Millar, Music Supervisor, Big Sync Music says: “When integrating an artist and brand collaboration, synchronicity is the key to success, and Pot Noodle, Lucky Generals and Ultra Music have embraced this concept wholeheartedly. By incorporating the song from the TV ad into their wider marketing and messaging, and then fully supporting the commercial release in partnership with the artist and label, it gives RAYLO the ultimate platform to launch and the best possible opportunity to break through.”
Lucky Generals founder Andy Nairn says: “The whole Pot Noodle strategy is about ‘making it’. And helping launch this artist to the world via a bespoke music video for the Pot Noodle campaign is a perfect example of that.”
Lena Portchmouth, Brand Manager, Pot Noodle, says: “Building off the success of Pot Noodle’s ‘You can make It’ campaign, this music video is not only relevant to Pot Noodle’s target audience, it also allows us to create fantastic content in channels we know they engage with”.
Creative Agency: Lucky Generals
Music and Sound
Music Production: Big Sync Music
Director: Carly Cussen
Production Company: MOS films
Genre: Music & Sound Design , Music performance , PR , Storytelling , Strategy/Insight