By Gillian West | Social media manager

Creative Spark

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universal music article

December 5, 2012 | 2 min read

Universal Music is to launch Motown Anthems, a compilation of four CDs containing the genre’s biggest and best hits, with national TV campaign devised by digital creative agency Creative Spark.

The campaign uses CGI animation to bring to life a gold city full of familiar Motown hit records. Airing on primetime spots such as during ITV1’s The X Factor, the advertisements aim to introduce a new generation to the classic hits that are the inspiration for many of today’s modern artists.

Universal Music’s Naz Idelji, marketing manager and head of massive R&B TV, commented: “We here at Universal Music always enjoy the creative process with Creative Spark and end result is always so slick. We are really pleased with the Motown Anthems campaign and we hope it will remind people of all ages just how good Motown is.”

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Creative director at Creative Spark, Neil Marra, added: “We took the idea from the artwork on the album and extended the gold theme to relay the history of Motown subtly in a stylised way.

“The film takes you on a journey through a gold city, often associated with Motown, it incorporates famous elements such as Hitsville Records plus the stars of Motown such as Stevie Wonder, Smoky Robinson and the legendry Jackson 5.”

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