Girls Just Wanna Have Fun, Damn It.

It turns out that Cyndi Lauper’s 1983 hit “Girls Just Wanna Have Fun”—an upbeat, female anthem—was written by none other than a man who was looking to make a point about how many women he’d slept with. I didn’t see that one coming. Maybe this is a well-known fact, but it was news to me. News that came soon after I found out that Aretha Franklin’s “Respect” had a similar evolution from misogynistic male song, to inspiring karaoke classic.

Cyndi Lauper’s producer at the time, Rick Chertoff, had heard Robert Hazard’s original recording of the song, and received permission from him to change the lyrics up a bit. A noted feminist, Lauper swapped out the tales of a man bedding many women and turned the song into a powerful story of, well, I’ll let Lauper explain it: “It doesn’t mean that girls just want to fuck. It just means that girls want to have the same damn experience that any man could have.” Lauper wasn’t just about equality between the sexes though, but between races as well. Her video for the single was one of the first music videos to feature women of multiple races.

Aside from the lyrical improvements, the entire song got an upgrade when Lauper took it over from Robert Hazard. Listen to the original below, if you can even make it through the whole song. It’s uncomfortably fast, and a feels like the lyrics are shoved into spaces they weren’t meant to fit. Maybe it’s just because I’m so used to the original, but I have a hunch I wouldn’t dig it even if I had heard Hazard’s
first.

Lauper’s version went on to be covered many more times, while Hazard’s version was left in the dust. Other artists that have performed the track range from Arcade Fire (joined onstage by Lauper herself), to Relient K, to Katy Perry and Nicki Minaj. The song is an 80’s classic, and rightly so. I’m certain it will be performed by generations of karaoke goers and famous musicians alike in the decades to come.

IS ALL IN

The following video is an example of a recent Adidas campaign that was launched to pay tribute to the GB Olympic team medallists in London 2012. With special dedication to Berklee Tangible Assets’ group members mates. Enjoy it!

 

In my opinion, Adidas seems to be more oriented to music than Nike does, the German company is indeed using music as a strategic branding tool in order to reach and engage with its audience. We could argue that Nike is already a well-established brand and perhaps does not need to do much effort in terms of looking for new consumers, but Adidas appear to be better connected with today’s society. Likewise, it has successfully adopted a kind of suburban and authentic image that is well appreciated by the public.

Artist partnership and event sponsorship:

On March 2011, Adidas launched its “All in” campaign. The pop icon Katy Perry and DJ Baby G were chosen new Adidas ambassadors. With such associations the brand aimed to target young music lovers as well as active women.

Here is the link: http://www.youtube.com/watch?v=NIsvor0ID_U

Other artists appeared in a new spot launched in July 2012, under Adidas Originals label. Nicki Minaj, Big Sean, 2NE1 and Kids these days, together with the eccentric designer Jeremy Scott featured in such spot.

Here is the link: http://www.youtube.com/watch?v=OAb6vgjHNY8

Have a look at the new Christmas campaign in which Snoop Dogg remakes the classic tale of Ebenezer Scrooge. Again another example of artist and brand partnership.

 

And finally, check this out, Steve Aoki is also “all in”!

 

After watching such videos, I think it is quite obvious that Adidas is really making an important effort to integrate music into its brand personality and thus trying to be perceived as one of the coolest sports brands.

Furthermore, the company was also an official sponsor of Sonar 2012 edition.

AREAPRO_46

NEO – How to target teen consumers:

A recent partnership with Justin Bieber and Selena Gomez has been a good strategy to launch NEO, the new Adidas’ label.

NEO is a new brand, new in concept and new in spirit that wants to be a referent within young consumers. From a brand marketing perspective Justin and Selena are a perfect global style icons, and due to their deep connections with fans via social media platforms they could attract valuable potential consumers.

Both Justin and Selena are also designing some NEO products and the young brand has become the new official sponsor of the Canadian singer’s Believe World Tour 2012/2013.

Activation events and direct to fan initiatives:

Additionally, since the brand knows how important is to create a total and unique experience, is now offering a bunch of new possibilities to their followers:

First of all, consumers had the opportunity to win tickets to an exclusive event that was held in London’s Scala nightclub on the 2nd of May, 2011.

Together with MTV the company was also recruiting people considered passionate about music to become an Adidas’ reporter.

And finally, surfers could also were given the opportunity to hang out with one of their favorite British artists, spending a day in the studio with Plan B, attending a secret gig with the Enemy, DJing with Caspa or getting Example round to their place.

There is no doubt that Adidas rocks!

References:

http://www.adidas-group.com

http://blog.adidas-group.com

http://www.adidas.com/campaigns/onebrandanthem/content/Default.aspx

http://www.brandrepublic.com/analysis/1143406/

Monica Manubens