March 8, 2001
STOP AND TASTE THE RITA’S
MONSTER TRACKS has produced an original jingle for Rita’s, setting a new musical direction for the regional water-ice franchise. The piece, performed by singer Denise NeJame, features an ultra-contemporary pop feel with layered vocals (think Mandy Moore), guitars, and electronic rhythm. Working with LevLane Advertising of Bala Cynwyd PA, MONSTER TRACKS composer/producer Chuck Butler crafted music and lyric for the new jingle---infusing the piece with images of taste, life, love and summertime. “We worked with the old jingle last time around (Everybody wants to be cool…),” relates Butler, “but we felt constrained by the structure of the piece. We changed it substantially for last years’ campaign, but there were certain things about the rhyme scheme and the style of the lyric we couldn’t get around. It was exciting when Bruce Lev called and suggested we rethink the entire approach for this year’s campaign.” Butler admits that it can be daunting to redirect such a well-established piece of music. “It’s a challenge, because the existing jingle is so well-known, so entrenched…but the agency has been extremely supportive---it really makes my job that much easier. I’ve produced a number of arrangements of the old jingle over the past couple of years, so it’s nice to have the opportunity to make my own statement. I’m very proud of the direction; I hope it will be received well when it hits the airwaves this spring!”
Listen to this Rita's jingle now...
MONSTER TRACKS DODGE
When Dodge announced they would re-enter the NASCAR circuit this year, BBDO Detroit was given the task of creating an ad campaign reflecting Dodge’s commitment to NASCAR and their new, high-tech Daytona. Producer Dan Price of Oink Ink was tapped to handle the radio end of production, including original music for each of three spots. Composer Chuck Butler worked first from scripts and later from mock-ups of the spots to score these “looks behind the design” of the new Dodge racer. Two of the spots feature a pulsing Techno track, while the third uses heavy metal to energize the sound of the powerful Dodge engine. Music was transmitted from Philadelphia to New York via ISDN phone lines, allowing revisions to continue right up to the final mix session. Baker Sound engineer/president Gary Moskowitz created the sound-design for the spots and mixed them at Tabby Sound in NY with producer Price, and BBDO/Detroit producers Mike Menlo and Paul Renquist. MONSTER TRACKS guitarist Jeff Kay talks about using the guitar to create the sound of a revving engine: “Chuck reminded me of the way [metal band] Tool used the whammy bar to crank in the guitars at the beginning of one of their tracks,” recalls Kay. “I used an Ibanez JS100 with a whammy---and we even had the strings tuned down a fourth to really get it low and growly. It’s a powerful sound, and definitely fits in with the racing SFX around it. We’ll try anything, as long as it works!” These spots are airing nationally.
Listen to one of the spots now...
SWINGIN’ WITH DON DiFRANCESCO
Think Charlie Parker, Miles Davis & Company circa 1948. That was the feeling we set out to recreate for a recent TV spot for acting New Jersey Governor Don DiFrancesco. MONSTER TRACKS worked with Republican strategist Chris Mottola to produce a be-bop piece that matches the funky graphics and stylistic cutting pace Mottola used to deliver the governor’s tax plan. MONSTER TRACKS worked with area jazz musicians including trumpeter John Swana (recently featured in Inquirer magazine), up-and-coming saxophonist Chris Farr, Atlantic City bassist Andy Lalasis, renowned Philly drummer Carl Mottola, and MONSTER TRACKS principal composer Chuck Butler on piano. The band was cut live at Morning Star Studios in Spring House PA; Chuck then brought the tracks back to Baker Sound to recreate the vintage sound of late forties/early fifties jazz recordings. The spot ran during news and political broadcasts throughout the region, and will be appearing in the Politicals section of the new MONSTER TRACKS video reel, set to be released later this month.
KENNEDY “WEDDING” IS A HIT
When Gillespie Advertising of Princeton, NJ approached us to score a new :30 spot for Kennedy Health System, they were very specific in their direction: create a melody that would thread its way through the story, but make the music sound as if it could be ambient music appropriate to the wedding scenes depicted on film. “The instrumentation was the key”, recalls composer Chuck Butler. “By using acoustic piano and guitar, flute, and string quartet (all recorded live) we were able to create a sound that would be appropriate to the setting. This allows me to have music that supports the emotion of the story (which is voiced-over), but makes sense with the images of a beautiful outdoor wedding.” MONSTER TRACKS was also asked to handle sound-design and mixing duties for the spots, which began airing throughout the region on Superbowl Sunday. “We spent quite a bit of time working on the mix with the agency,” recalls Butler. “It’s a little bit frustrating because we all felt good about the sound at the session. Hearing the spot on WPVI (the ABC affiliate in Philadelphia), I felt that the sound had translated well on-air. But when I hear it on some local cable outlets it’s just butchered. The audio levels are gone, the beautiful color of the images is way off. I spoke to the agency, and they’re as frustrated as I am. I guess nothing will change until enough advertisers complain about the quality of local cable spots. In the meantime, I’m putting the spot on our new reel---so you’ll have a chance to see a clean copy!”
One final note: we’d like to congratulate long-time MONSTER TRACKS guitarist Jeff Kay. Jeff’s band “Mercy River” is the latest winner of the garageband.com internet music competition. The band receives a quarter-of-a-million dollar recording contract and the chance to have their album released nationally. Jeff has handled MONSTER TRACKS guitar work since 1987; Mercy River was featured performing Stuff! (for Stuff magazine) in a national TV spot we produced last year for CCP of Wayne, PA. Congrats to Jeff and the guys! Rock on…
