Brands across industries are bringing in celebs for music video ads. Hawaiian Tropic, Gap, Lume, and Diablo are some of the latest brands to make longer form music videos part of their ad strategy. And they’re seeing success with this format, especially when centering talent that feels on-brand and authentic. And for the featured artists, music video ads are a lucrative way to reach new audiences. Hawaiian Tropic made a pop music video ad featuring Alix Earle, building choreography around the strengths that made her popular on Dancing With the Stars last season. Gap has a long history with music videos, and after their the viral dance campaign with KATSEYE piqued young people’s interest the brand also made a music video with Grammy-nominated Latin trap artist Young Miko. (Ad Age)
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