- Brand - Premier Foods: Ambrosia Deluxe Custard
- Spot - A Taste Of Happy
- Music Title - Give It Up
- Artist - Hackney Colliery Band
- Master Rights - FRUKT Fixers
- Composer - Casey, Hall
- Publisher - Sony/ATV
- Music Supervisor - FRUKT Fixers
- Ad Agency - McCann London
- Creatives - Melissa Cain, Jess Mallett, Olly Wood
- Film Company - Agile Films
- Film Director - Ben Whitehouse
- Ppst Production - UPP Prague
- Air Date - 6/5/16
Since their live debut in 2008, the zany Hackney Colliery Band has collaborated with the late Amy Winehouse, opened for The Who and backed Madness at the 2012 Olympics.
Now the nine strong brass ensemble are helping launch Premier Foods new Ambrosia Deluxe Custard range with a typically offbeat rendition of KC & The Sunshine Band’s 1982 hit Give It Up.
The £3.2m Taste Of Happy campaign, which was shot in South Africa over Easter, opened on May 6 with promise of a second installment later in the summer.
It was supervised on behalf of ad agency McCann London by FRUKT Fixers, whose Talent & Licensing Director Chris Graves says: “We were brought in at the start of 2016 to suggest classic uplifting songs with recognisable melodies which would immediately raise a smile if re-arranged and re-recorded.“
“We put forward various artist and band ideas,” Graves continues. “But after the Hackney Colliery Band played a storming set at one of our Sound Connection gigs for St Pancras Station earlier this year we knew they would deliver – and the client loved them too.”
The new rendition of Give It Up, which is available on iTunes, joins other tongue-in-cheek tunes in HCB’s recorded catalogue like Blackstreet’s No Diggity, Toto’s Africa and Goldie’s Inner City Life alongside a second album which is scheduled for July on the band’s own label.