Mad Planet: From the First Pitch to the Super Bowl
Mad Planet has been at the forefront of creating memorable soundtracks for international award-winning ad campaigns since 1998. With a reputation for delivering exceptional music composition and supervision, it's no wonder that they have become one of the go-to music agencies for top brands and ad agencies worldwide.
In the fall of 2022, Mad Planet expanded its reach by opening a new US headquarters in Los Angeles, and to lead the charge, they brought on board Antoine Becks as music director.
Co-founder Sam Morris spoke of Becks' appointment, saying: "We are humbled to have Mr. Antoine Becks heading off our US office based in LA. Antoine is an incredible talent with a huge portfolio of music in and out of the advertising arena, making him the perfect fit to steer the ship in the US."
Mad Planet wasted no time in getting down to business. Their first pitch for the new US office was a winner – the ad project for Experian was a full-on musical starring none other than John Cena.
The ad, titled 'Happy Guy' was an instant hit, with viewers raving about the catchy tune. It started airing in January 2023 and made its way to the Super Bowl broadcast. The commercial was a testament to Mad Planet's ability to create music that not only complements but elevates the brand message. Becks, who composed the song entitled 'What A Perfect Day', says: “The goal here was to create a song with a humorous touch that was an explosion of happiness, with singers/dancers and a purple cow parading down the street.”
In addition to their success with the Experian ad, in the fall of 2022, Mad Planet also did music supervision for a Johnnie Walker campaign directed by Yann Demange and starring Jonathan Majors. Putting British Jazz Quintet Ezra Collective at the forefront, Mad Planet perfectly captured the spirit of Johnnie Walker while also conveying the brand's modernity and bringing the band’s genre-fusing progressive jazz sound to the film’s soundtrack.
Mad Planet's expertise in music composition and supervision extends beyond TV commercials featuring celebrity endorsements. They have also lent their talents to the director's cut of an epic Hummer campaign helmed by Joseph Kosinski.
For the Hummer x Activision campaign, Mad Planet was tasked with music supervision, selecting a track that would complement the gritty, action-packed visuals while also communicating the brand's values of strength and resilience.
Mad Planet's success in the advertising industry is no stranger to recognition, along with a few Cannes Lions on the shelves they’ve recently been awarded the Silver Shark Award for Best Original Music Composition. The award recognised Mad Planet's outstanding work in collaboration with Mother London for the launch of the Samsung Galaxy S22 Series, which features enhanced Night Mode.
For the 'Loverboy' Samsung campaign, Mad Planet worked with sound designers to create an otherworldly soundscape that perfectly complemented the visual narrative of the fashion film. The film, shot entirely at night, was a creative collaboration between designer Charles Jeffrey, pop star Charlie XCX, and game-changing director Matilda Finn, and offered audiences a mesmerising and dreamlike journey into the mysteries of the night.
Mad Planet's success is a testament to the power of music in advertising. Their ability to create unforgettable soundtracks that resonate with audiences is what sets them apart. With their expansion into the US market, Mad Planet is poised to make an even bigger impact in the industry worldwide.
