Earlier this month, a Justin Timberlake-backed Myspace reintroduced itself to the public. This time around they are repositioning themselves as a music-oriented, online social space – following their ill-fated attempt at a revival during the turn of the decade. To mark this return, they’ve invited a few of the cool kids around for a party in their new ad campaign. However, at a rumoured 20 million dollars being spent on being able to leverage on some of the cool of these A-listers, Myspace is opening itself up to scrutiny to a very unforgiving online market. (Video is in the link)
The 90 second video (which will eventually be trimmed to 15-30 second adverts) imagines Myspace as a rock-n-roll inspired party where the hipster crowd mix it up with the likes of Pharrell Williams, Ciara, Zedd and Sky Ferreira. The message is not lost, Myspace wants to you to imagine how close you’d be to your favourite artists with their help.
Drums breaking and confetti flying everywhere – its definitely an eyeful.
It remains to be seen whether this new Myspace will tell a modern day Phoenix from the Ashes story – although going by the number of “likes” and “dislikes” on the video, the Myspace folks may want to rethink where they invest their coin. The campaign communicates the ideas of what Myspace wants to be as a brand, but is it trying just a bit too hard?
A Truly Deeply Creative.