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Electric Laser People in Nike campaign

February 3, 2009

nike-punchbag

While we’ve previously discussed the role of advertising in getting new music heard here at zed equals zee, it’s just come surprisingly close to home. Nike decided to use a riff from the song “Guilty,” by Boston band and z=z faves Electric Laser People for their “Be Transformed” campaign. The song is part of the soundtrack for an ad called “Punching Bag,” which features Hong Kong volleyball player Sonia Kong working out with a heavy bag, which then transforms into an animated monster. The whole ad campaign is really interesting, actually – it’s for Nike Women, and it focuses on women transforming themselves through sports and competition. Given that its target market is Asia and the Pacific Rim (including countries like India, mainland China and the Philippines), it really does send a strong message to cultures that haven’t traditionally valued women.

You can read more about it at the ELP blog and at TrashBagAesthetics, where you can also watch the ads. Or you can see them in the wild at one of the Nike pages, such as this page for India.

Because Electric Laser People are super cool, you can download their whole album, Straight Talk on Raising Kids, at their site (it’s free and under a Creative Commons license). Also, you should go check them out live at the All-Asia Cafe in Cambridge, MA on February 27, and if you are an MIT person (or enjoy hanging out with MIT people), they are playing The Thirsty Ear next Friday, February 13th. More tour dates at their blog.

MP3: Electric Laser People – Guilty [buy CD]

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