Backstreet Boys has left the warehouse series commercial from Netonnet.
But the rest of their company stays in their seats to listen to an old Swedish Eurovision song.
”We want to create a content with a little self distance,” says Jonas Järrenfors, Marketing Director at Netonnet
Netonnet made a tv-commercial last summer by removing a letter in the Backstreet Boys hit ”Larger than life”, larger became lager which means warehouse in Swedish.
When following up with a new commercial this year, the electronics chain took deep inspiration from the Swedish TV4 success ”Så mycket bättre” where seven artists are dedicated one day each where the other artists perform new versions of their songs and speak about their careers around a dinner table.
In the first episode, Dr Alban made a version of ” Lager than life” with Backstreet Boys member Brian Littrell at the table – but in the second the Backstreet Boys-Connection is all gone. Swedish celebrity Anna Book will instead perform her 80’s cult song from the Swedish Eurovison Song Contest-qualification, ABC.
Dr Alban pretends to be angry with this while the other participants sing along.
”The idea of the campaign is to visualize the concept of “Direct from store shelf.” It’s fun to be able to do this in collaboration with artists the Swedish people can recognize and whose interpretations indicate shades of “Lager than life”. With Anna Book’s performance we want to bring something unexpected and create a content with a little self distance we hope that our customers can appreciate,” says Jonas Järrenfors, Marketing director.
The various promotional films have already been shown more than 4.7 million times in various social media. In addition to Anna Book also Hasse “Kvinnaböske” Andersson will make his own version in the fall.