Title: Striptease
Advertiser: Napster
Agency: Drugstore
Creatives: Russ Schaller, Ben Clapp
Agency Producer: Nik Windsor
City: London
Production Company: Godman
Brand Name: Napster
Business Sector: Other Online Services
Campaign Name: Napster Subscription Service
Market: United States, United Kingdom
Country of Production: United Kingdom
Language: English
Type: Television
Director: Ben Sedley
Producer: Lara Schachat
Director of photography: Clive Tickner
Editing company: The Quarry
Editor: Bill Smedley
Post Production: Framestore
Napster’s profile hasn’t been quite as high since they revolutionized the music world a few years back. But this racy promo video should change all that.
Philosophy/Solution
Don’t those 30-second previews on music download sites like iTunes piss you off? You don’t get enough of the track to decide if you like it. Well, with a Napster Subscription, you get the whole thing.
The following commercial for Napster was launched at www.getthewholething.co.uk, and attracted over 4 million unique visitors in one month.
The campaign met its targets so rapidly that the UK TV airtime planned for the campaign was cancelled.
The accompanying screensaver is part of a range of bonus extras being made available to Napster subscribers in the UK and US. Other bonus extras include wallpapers, Casting Couch footage and a charity auction of the bra & knickers worn by the stripper during the shoot.
Banned
The internet music provider Napster decided to not show this advert in the United States, because its tagline “30-second previews Don’t you just hate them?” was considered to be too clear a reference to rival company iTunes’ policy of offering short samples of tracks for free. Such an overt criticism of a competitor’s products or services is generally regarded as unacceptable in US advertising. The commercial, which was designed with a UK audience in mind, was nonetheless made available online through a website titled Napster Girl.
