Atomic bombs
From: Marketing
Feb 8, 16:26 by Giles Fitzgerald
Kitten kills the video star
What?
The Number One Project is a music-based charity event aiming to mark Liverpool’s status as European Capital of Culture for 2008, sponsored in part by Bacaradi (among others). As part of the programme, the Cilla Black number one song ‘Anyone Who Had a Heart’ has been “beautifully” covered by multi-platinum-selling girlband Atomic Kitten as a double-sided single. The single has been released as a download only and the video, which sports a retro feel, is currently airing on The Box music channel.
As much as we applaud the altruistic nature of this campaign, something is very wrong here on a video marketing level. Check out the footage below. We suggest anyone with a creative bone in their body view it sitting down.
So what?
If the traditional music video is dead as a marketing tool, then this trio is effectively waving its worm-ridden corpse in our face with their unnecessary resurrection efforts. This video is so startlingly bad that something else has to be going on here, surely? With Britney Spears and Amy Winehouse showing how negative press can bolster sales, are they banking on failure as bringing financial reward? It all seems remarkably ill-conceived bearing in mind the cause.
“This footage looks as if it was created in a video-me-booth at a local train station and styled by a blind Primark shopper. The visual equivalent of taking a cheese grater to your corneas, this is anything but a charitable act. One for the litter tray.”
Giles Fitzgerald, Deputy Editor, Five Eight
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