Sync Story: Inside Steve Harley & Cockney Rebel's Pfizer placement

Sync Story: Inside Steve Harley & Cockney Rebel's Pfizer placement

This week, Sync Story welcomes the first televised advert for Viagra ever to air in the UK.

The drug is now available over the counter, and Pfizer have taken the plunge as the first company to beam its wares into the nation’s homes.

Featuring Steve Harley & Cockney Rebel’s 1975 track Make Me Smile (Come Up And See Me), the spot is nothing if not very

light-hearted, featuring a jaunty male character prancing around his home, dancing and laughing with his partner.

“I do cogitate occasionally on whether allowing a track to be used for advertising is mercenary,” Harley says, addressing the sync.

“Then I recall a chat with Bryan Adams a few years ago when we discussed this and he shrugged and said, ‘Hey, the song’s just doing its job…’ I like that. Doing its job. So I don’t cogitate for long.”

Y&R London, Knucklehead and Native Music worked together on the film, which Blue Raincoat Music sync manager Federica Farronato says handles a delicate subject with impressive deftness.

“With this song and this creative, we knew it was the right fit and would deliver an upbeat vibe for a product attached to a sensitive issue,” Farronato says.

All smiles, indeed.

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