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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 16 - Index

talent to be videotaped as well], so it just gets a little more
involved. And it’s pretty fun to do, obviously, with somebody
like Bernie Mac.”
//www.bamstudios.com
GROOVE ADDICTS HELP GE TURN UP THE HEAT
A powerful traditional Chinese score composed by Groove
Addicts (Los Angeles) provides the perfect musical backdrop
for GE’s new spot, “Dragon.” Directed by Traktor, the 60second
spot, out of BBDO New York, is
part of GE’s new campaign which
broke during the Olympic Games
in Beijing.
“Dragon” is set in ancient China
and highlights the use of Biogas
technology by GE. The spot
tells the story of people from a
village using their imaginations
to turn organic waste into energy.
“Dragon” opens on children
carrying dry grass and straw hiking
up a mountain. They reach a cave on
the top by nightfall and offer their organic
waste to a dragon. He devours the compost
and starts breathing fire as the children watch
him in awe. The fire hits a pot nearby, which
sends steam through a set of pipes that reach
the village below. A pool at the other end of
the pipes shows the villagers enjoying a hot
bath.
“Turning organic waste like grass and
plants into energy is no longer the
stuff of legend,” the announcer says.
“Today, Biogas technology from GE is
helping make the world a little brighter.”
“Dragon” ends with a beautiful shot of a
Chinese New Year celebration, with red
dragon puppets in the foreground.
The music for “Dragon” was a collective
effort by Groove Addicts’ composers
Raymond Wong (“Kung Fu Hustle,” “Shaolin
Soccer”), Jeehun Wang (“Aliens Of The
Deep,” “The O.C.,” “Resurrection Blvd.”), Suijin Nam
(orchestrator on “Spiderman” 2 and 3, “The Grudge,”
“The Hurricane”) and percussionist Brian Kilgore (“Wall-E,”
“Indiana Jones And The Kingdom Of The Crystal Skull,”
“King Kong”).
Mixing classical elements, traditional Chinese instruments
and melodies, and a powerful percussive ensemble, the
music sets the perfect mix of mystery, wonderment, blending
with nature and driving energy for the spot.
//www.grooveaddicts.com
HUM FOR MCDONALD’S
�������������������Visit www.screenmag.tv for more daily news than ever before!
HUM (Santa Monica) just finished serving as the music
partner for DDB, Tribal DDB and McDonald’s on the “Big
Mac Chant” project, which has turned out to be one of the
biggest user-generated contests of all time.
McDonald’s was bringing back the classic “two whole
beef patties...” and as part of the
campaign, they also wanted to reenergize
the music and style of the
jingle through a national casting call,
and so the Big Mac Chant-Off was
born.
Via partner MySpace, users could
create and record their own jingles
using the classic lyrics – the jingle that
receives the most public votes gets
to replace the music on the national
commercial. The contest started on
MySpace.com/BigMacChant in June
and the winner was announced on
July 22nd. The winner’s jingle aired for
the final week of the campaign’s flight,
which concluded on August 3rd.
“What McDonald’s has done with this
contest is open it up and expose all this
talent,” says HUM executive creative
director Jeff Koz, “and the way I see it,
[McDonald’s is] really a patron of the
arts; it’s giving recognition to young
people and offering a chance to break
through.”
As the music partner for this interactive
campaign, HUM created a great jingle
that ran on the “Big Mac Chant” spot
while the contest was running,