BoA happens to be a household name for K-Pop and J-Pop fans. Although I’ve always felt that BoA’s current Japanese career isn’t particularly outstanding, I’ve always known that she had a lot of potential, drive and talent. To make matters worse her Korean career has almost been on hold since her 2005 album “Girls on Top”. Luckily for us fans, the rumors of her being part of the new Samsung AnyCall’s advertisement campaign was true, which meant new music with a Korean flavor.
Apart from BoA, three other famous artists were chosen to be the spokespersons of Anycall. BoA was decided to star alongside with Xiah Junsu of DBSK, Tablo of Epik High and Jin Bora, a young piano wonder. Apparently they were chosen to replace Lee Hyori. As well as being the new faces of Anycall, the artists were chosen to collaborate together and perform together as a pop group called “Anyband”.
Rumors started circulating in September when the filming was taking place. Filming of the promotional video and the advertisement were shot in Brazil. The focus of Samsung’s marketing scheme was on the spokespersons’ talent and their success. In November an official site was launched, announcing that the campaign would be unveiled on the 7th November and the full commercial would premiere in Korea. On the 7th, Anyband attended a press conference. Furthermore a concert is scheduled on the 27th November at the Central City, Millenium Hall in Seoul.
Considering the fact that Samsung happens to be the second biggest cell phone company, the promotional campaign still happened to be one of the most exciting ones I’ve ever seen. A lot of emphasis was put on promoting a positive image towards unity, happiness, love and music. The motto for this campaign was ‘TALK, PLAY, LOVE’ . Interestingly enough, while several people believe technology does isolate people, Samsung opted to promote the concept that technology unites people.
The promotional video featured both of the new songs and lasted over nine minutes. Moving towards sci-fiction, futuristic setting, this video had an atmosphere which reminded me of “Noir” movies. In some way, this video’s style reminded me a lot of Ayumi Hamasaki’s infamous promotional video “Endless Sorrow”. The whole plot was based on a society which forbids love, fun and communication and is focused on an efficient discipline system.
With this new concept, Samsung might be trying to symbolise a scenario which is reflected on many economically developed nations. People’s lifestyles have changed a lot in the past decades. Presently the focus happens to be on efficiency, discipline, work performance and the endless attempt to keep up with the changing market patterns, brought by globalisation. The result is that people are having less and less time for leisure. Commuting and traveling for work have led people to isolate themselves from their family and loved ones. Samsung brings forward the concept that by using their cell phones, they could communicate to their loved ones and relax from their hectic lifestyle.
All the members of Anyband were part of a rebel movement to overtake the current system and revive the concept of ‘TALK, PLAY, LOVE’. Throughout the first part of the video, the four are engaged in several illegal activities. Contrasting with the regular citizens, Anyband have a wardrobe which suggests a rebellious attitude, with an urban edge. They use their cell phones to record and later broadcast their performance of “TPL”. After the broadcast is interrupted by the disciplinary authorities, Anyband successfully manage to perform “Promise You” on top of four high buildings.
TPL (Talk Play Love) lyric /Tablo
“TPL” reflects the whole concept behind Samsung’s marketing scheme. A lot of focus was on the motto ‘TALK, PLAY, LOVE’, which was continuously repeated throughout the track. “TPL” contains the same elements of the dance/house genre, with a repetitive composition, while retaining the quality that makes it so addictive. The track happens to have a rather consistent pattern, with a mid-tempo velocity and a semi-sterile, melancholic and hopeless tone.
The vocals happen to bring life to this song and move it through constant evolution. While at least two artists repeatedly sing the same lyrics, the vocals shift from one tone to another, with Tablo rapping and BoA’s spectacular vocals soaring dramatically. She hits the high notes so well that the atmosphere created is almost surreal. These vocal changes completely transform the tone of the song. I really enjoyed how they blended in the vocals together to create a complex arrangement. Jin Bora’s piano solo are featured twice; at the beginning of the track and while accompanying BoA’s solo. It is evident that Jin Bora has talent to sell and her piano solo brings a lot of emotion and colour within this song. I really like how they gave all of the artists a solo piece, which highlights their best musical qualities.
Background
Anyband is the fourth ANYCALL MUSIC DRAMA from
SAMSUNG, a series of music videos and commercials that promotes their cellphones with popular celebrities. This is the fourth drama/commercial following Anymotion, Anyclub, and Anystar which have featured Lee Hyori and many famous male celebrities. This is the first time since the start of this series that Samsung is working with another main model, going from Hyori Lee to BoA.
The motto for this campaign is "Talk Play Love." Interestingly enough, while most people believe that technology isolates people, Samsung opted to promote the concept that technology unites people.
credit//
http://www.channel-ai.com/,http://en.wikipedia.org/wiki/Anyband
