Verizon’s digital media company Oath, that includes Yahoo and AOL brands, such as The Huffington Post and Tumblr, has launched its first global brand campaign, titled “Build Your Brand”.
The campaign, developed by Oath’s in-house creative team and partner agencies, Zenith and Squeak E. Clean, aims to highlight the company’s expertise in building strong brands and connecting them with billions of people. Staple, Starbucks, The North Face, Patagonia, Puma, Tumblr, Monster – are only some of the brands presented in the “Madness” spot, in which the following message is conveyed by American rapper, author and producer Chuck D. “Are we crazy? Smart and rational people collecting sneakers, living in coffee shops, camping over night for the latest gadgets, wearing brands on our hats, on our shirts, on our skin. We’re in love. With the tech, the store, the style, the swag, and the promise to change the world. It is crazy cause love is crazy. But this is our promise to you to connect your brand with over a billion of crazy in love people”.
The song used in the ad is a cover of the 1989 single “Can I Kick It?” by the hip-hop collective A Tribe Called Quest, from their debut album, “People’s Instinctive Travels and the Paths of Rhythm”.