- Brand - Vimto Remix
- Spot - Toad Off
- Music Title - Do You Really Wanna Do This?
- Artist - DJ Box Bottom feat. Dubble A Star & Nat Jay
- Master Rights - Allow It Records
- Composer - Akinola
- Publisher - Universal Music
- Ad Agency - Driven
- Creative - Chris Lear
- Film Co - Aardman Animations
- Director - Will Studd
- Air Date - 3/6/16
Manchester’s family-run soft drink firm Vimto need look no further than its own backyard for the soundtrack to its latest Toad Off campaign.
The eye-catching cgi cartoon – created by Aardman Animation for the 100 year old brand’s new Remix product – screamed out for music that would appeal primarily to a teenage audience, says Graham Drury, partner at Vimto’s Cheshire-based agency Driven.
Among tracks on a shortlist drawn up in February was Do You Really Wanna Do This? by local songwriter Aniff Akinola under the name of DJ Box Bottom.
Industry insiders will know Universal Music Publishing-signed Akinola as co-writer of Voodoo Ray by A Guy Called Gerald, the rapper on Kirsty MacColl’s Walking Down Madison and member of Backyard Dog whose 2001 Top 20 single Baddest Ruffest was adopted by Coca Cola as its 2002 World Cup theme and featured in the movie Bend It Like Beckham.
He was also responsible, Drury continues, for Vimto’s last major ad, 2011’s Bounce n Boom which ironically became Music Week’s Urban Record of the year!
“Initially the odds were against him as we wanted to break new ground to stay relevant. However we tested all the tracks with a number of teens in London and Manchester and Do You Really… won fair and square – by some distance.
“This is the second ad featuring the Vimtoad character. There aren’t many brands that would consider using a toad as hero. It’s a bold move by the client and they have been repaid for it with record levels of recognition and brand association.”
The Remix campaign kicked off on social media channels like twitter and Snapchat before breaking in cinemas nationwide on June 18.
A full length version of Do You Really Wanna Do This? is available on iTunes while club DJs have been serviced with two further special remixes.
So will it follow its predecessor into the dance – and maybe even the pop – charts? Drury undoubtedly has his fingers crossed, but is under no illusions.
“We know we have chosen a great track that teens love, but it's tricky to get radio play without a major label involved.
“Hopefully it will get some traction.”