When Words Fail, Music Speaks

Posted: August 29, 2014

Tapping into the insight that, no matter the situation, there is probably a song that expresses your feelings better than you would, FCB Cape Town developed this television commercial for Musica.

South Africa’s leading chain offering a world of entertainment with the latest in movies, music, games, and accessories, Musica tasked the agency with creating an ad that would break through the loud, and often brash, clutter normally associated with retail advertising.

According to executive creative director, Mike Barnwell, the best way to do this was to do the complete opposite.

“Highlighting the consumer take-out ‘When words fail, music speaks’, the self-conscious editing style and low-tech special effects are all meant to heighten the sense of awkwardness one feels in certain situations,” he said.


Client: Musica
Creative agency: FCB Cape Town
Executive Creative Director: Mike Barnwell
Creative director: Andrew Pearson
Copywriter: Jason Wiltshire
Art Director: Ana Rocha
Senior Account Director: Robyn Gibson
Production house: Bioscope Pictures
Director: Hylton Tannenbaum
Producer: Dan Kaplan
Post-production: Deliverance