AT&T, The Colourist, and the Lido EP
The Nokia Lumia 1020 has been gathering much attention for its 41 megapixel camera and full HD video functions. On July 26, just about three weeks ago, AT&T released a new commercial featuring the phone with a cute girl who is trying to mislead her friends into thinking she was front row at a concert. To do this she of course used one of the Lumia’s key selling functions, its reinvented zoom capabilities. For those of you who have seen the commercial, you know where I’m going with this. Nokia decided to heighten viewer interest by featuring the band, The Colourist, and their song “Little Games”.
This is nothing new for commercials to expose a trending band. For instance, about a year ago T-Moblie shot a similar commercial for the Samsung Galaxy S3 on a (what seemed to be) New York City rooftop with the group Oberhofer. The commercial featured their song “oOoO”. What differs between these two advertisements is that Nokia not only featured a progressing, relatively unknown band, but made sure viewers knew who the group was by zooming in on the kick drum which had ‘The Colourist’ in large readable print. This pivotal moment presents the feeling that if you didn’t know this band before then you want to get to know them now. I didn’t get this feeling when I saw the T-Mobile commercial and consequently I was less interested in what I was watching. I tip my hat to AT&T for being so selfless and sharing the camera’s spotlight with the band they were featuring.
According to Google Trends, peak searches for The Colourist are happening now. The group marketed themselves perfectly to parallel the efforts of the commercial and help amplify the hype. They released “Little Games” as a single on iTunes on July 30th, even though the song was released on YouTube 5 months ago, furthermore, its music video 2 months ago. Yesterday their Lido EP was released on iTunes as well which also features the song among three others. Currently the band is on a nationwide tour from now until the end of October. As you check out their video I posted below, the top comments say it all. I highly recommend giving the Lido EP a listen. It’s short and worth the time.