- Product/Brand - Boohoo.com
- Spot - We Are All Stylists
- Music Title - King
- Composer - Thornton, Goldsworthy, Turkmen, Smith, Ralph
- Publisher - Universal, Imagem, Sony/ATV
- Artist - Years & Years
- Master Rights - Universal - Polydor
- Music Supervisor - The Sync Agency
- Ad Agency - Boohoo.com
- Film Company - Hatch Creative
- Film Director - Antoine Piazza, Mark Harrison
- Post Production - Hatch Creative
- Air Date - 3/3/15
Understandably the fee Universal’s Globe team charged Boohoo.com to use Years & Years’ chart-topping single King in its latest We Are Stylists spot remains a closely guarded secret.
But with the three piece electropop band’s star in the ascendant after winning the prestigious BBC Sound 2015 award – and Manchester’s leading on-line fashion retailer awash with cash following last year’s £250m flotation – you can assume it was a tidy sum.
Boohoo.com is no stranger to the sync market. The former Primark and New Look supplier’s most recent screen campaigns have been driven by recognizable releases from the likes of Gorgon City, Tove Lo and Keisza.
We Are Stylists marks the first Boohoo commercial to feature a hit waiting to happen and dovetails into what CEO Carol Kane describes as “a desire to work with emerging talent which stems from our core brand values - being fun and inclusive and sparking new conversations across fashion and music.”
It was back in January when Boohoo and music supervisor The Sync Agency first asked to hear scheduled releases by frontline Universal artists for possible inclusion in its March campaign. According to Globe Senior Creative Licensing Manager Neil Mulford, they loved King from the start.
“We are always mindful of the way a simultaneous air date and single release can really complement each other,” Mulford continues.
“Once we realized that Polydor’s projected release date of March 1 would coincide with Boohoo’s media plan then making a deal to suit everybody was pretty much plain sailing.”