Check out the brilliant new advert from Android UK: LeeFest which features ‘Get Up’ by Elektrons. The advert was Sync Of The Week on Ad Break Anthems:

Google Android goes for it with footage of a DIY music festival cut to a “crunch-house collision” by a pair of legendary Manchester DJs.

South London teenager Lee Denny first put up a stage in his parents’ back garden in 2006 and has hosted the eponymous LeeFest every year since, winning awards and raising money for charity on the way.

But Platinum Rye’s Arnold Hattingh reckons that agency adam&eveDDB went through nearly 300 different tracks before settling on Get Up, an eight-year old club hit by Justin Crawford and Luke Cowdrey (pka Elektrons) which also features samples from James Brown and 90s hip-hoppers Jurassic 5.

Initially we were looking for anything from indie rock to dubstep that people would listen to at a festival”, he explains. “Get Up stood out because it really worked with the film and took everything up a notch.”

Elektrons singer Pete Simpson is published by Bucks Music, whose Head of Creative Jonathan Tester says: “I’ve always thought there was a sync in this which is why we’ve been pitching it for years even though we don’t control 100% of the track”.

Tester further commends co-publisher Sony/ATV and independent label service PIAS — which represents Elektrons’ label Wall of Sound – for their efforts in clearing Get Up for the Google Android campaign.

This is a great example of Sync teams working together to put a deal in place and shows that songs don’t have to be one-stop for a quick turnaround.”’…Read More

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