Billboard Article:
Quote:...“In 20 years in marketing, I’ve never seen the consumer reaction I’ve seen this early with any piece of advertising I’ve been affiliated with,” said John Starkey, Wrigley’s vp of gums and mints.
"We had the perfect song, the perfect voice and the perfect story," said Andrés Ordoñez, the evp and executive creative director of Energy BBDO, the Chicago-based advertising agency behind the campaign....
The Energy BBDO music team, led by Daniel Kuypers, sorted through some 120 songs before settling on "Can't Help Falling In Love." They listened to “all three zillion covers and the original,” says Kuypers, but wanted something more contemporary and tailored to the spot. After listening to 35-40 artists, they commissioned demos from a handful.
“My instructions were, ‘make me cry,'” says Kuypers.
One of those artists was Reinhart. [AKA "The Slayer"]
Executives at BBDO knew her, not just because she’d ended third in the tenth season of American Idol back in 2011, but also because they’d heard her sing with Postmodern Jukebox and thought her voice was perfect for the emotion the spot wanted to convey.
Knowing that we are inundated with a lot of overthinkers on this site (I come from a long line of overthinkers) this has mutated into quite the philosophical discussion. To simplify the point...it is Haley's ability to bring the listener to the point of tears...happy tears or sad tears...her voice has that capability. So whatever songs you can link to the emotional response of CHFIL...I Who Have Nothing, Creep, Undone, etc. this is the sweet spot she possesses. Whatever she sings I am a huge fan. I'm only making the Captain Obvious observation that she has a huge opportunity for worldwide stardom going down this path. This is not my advice for her to concentrate on this path...it is only my observation. Ironic that Wrigley Gum came to the same conclusion!
