TV ad: Bounty: "White Glove"

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The Bounty Scientists are back by popular demand with their second rap video featuring rapper and hip-hop music artist Joseph Simmons - aka Rev Run of Run DMC. Agency: Publicis New … read moreYork The Bounty Rap "White Glove" has begun generating as much buzz as the first Bounty rap video "Bring It". Rhymes and music courtesy of Yessian Composer/resident DJ Central Rush - aka Mark Chu - the creative team for Bounty at Publicis New York worked hand-in-hand with the studio on the concepts to create an original rap song that also advertises paper towels.

Creative Director Bertrand Garbassi of Publicis didn't hesitate returning to Yessian for a second dose of rhymes, "Going back to Yessian for our follow-up project was a natural and logical choice", states Garbassi, "Mark proved to be super flexible - as the Publicis team asked for minor and sometimes not so minor changes up to, and including, the shooting day when Mark was able to nimbly concoct new rhymes - often just before the performers needed to lip synch those lines to camera."

In reference to the overall success and creation of both raps,"The Bounty brand got noticed because it was unexpected and original. Rather than borrow equity by using a pre-existing song, we created something specifically out of the comfort zone of what is the norm for paper towels," says Yessian Executive Producer Marlene Bartos, "It was great fun being given a challenge that required a longer form track yet needed to sound like a legitimate song, and still be just a little off-the-wall and very tongue-in-cheek."

DJ Central Rush/Mark Chu concludes, "What I took away from the agency in particular was that they were a crew that had a clear direction, focus and goal. Concessions were made because of the legalities involved with so much lyrical content as the lyrics were scrutinized to the tiniest detail, then approved by many levels of decision makers, all while describing the brand, being funny and pop relevant. It was a lot of work, but I'd do it again if I could."

With offices in New York, Detroit and Los Angeles, Yessian is a global collective of producers, composers, music supervisors, research creatives and recording artists. With six full service recording studios and Dragon Licks, a music licensing and research division of indie bands and well-known artists, the studio offers a complete source for music, sound design and soundscapes. This powerful combination has allowed Yessian to enlist some of the world's best known brands in film, television, advertising, gaming and theme parks as clients. read less...