The power of advertising
Spyke
It always seems bizarre when you see an unfamiliar song heading to the top of the chart in the midweeks, and yet actually you've clearly heard the track several times before. The X Factor is definitely guilty of this; playing the likes of Leona, Westlife and Joe McElderry in the background during the audition stages in preparation for a live performance to tie in with the single release a few weeks later. One of the clear winners last year was Ellie Goulding with her cover of Elton John's Your Song which you'd hear in its entirity at least twice in every show as part of a successful John Lewis Christmas advertising campaign. It's certainly one way to get yourself a platinum selling single.
The difference in this case (unlike say the Noisettes on the Mazda car ad) is that the music video and the Lucozade television advert are almost one and the same. I'm surprised you don't actually see any bottles of Lucozade Sport Lite for a bit of product placement in the official music vid. Superbly directed by Ben Newman the video emphasises the energy of the song, making it an ideal candidate for the Lucozade campaign. Plus with the second highest sales for an opening week (behind Bruno Mars' Grenade) the song really made a mark on our charts as it debuted at #1 last Sunday.
This has been quite the breakthrough for DJ Fresh and his Dubstep sound having only charted at #24 twice on Mo’ Fire and Gold Dust. I personally have been enjoying listening to the Flux Pavilion remix of the track which I do hope I hear on a night out sometime soon, and you can check that out here.
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