AMSTERDAM, NETHERLANDS — A new ad created by creative agency 180 Amsterdam celebrates German logistics company DHL’s appointment as the Official Logistics Partner of Coldplay’s ongoing Music of the Spheres World Tour, as the band set themselves the goal of making their live shows as sustainable as possible.
Coldplay made headlines in 2019 by announcing that they would not hit the road again until their next tour could have a positive environmental impact. Because of this, they later named DHL as their logistics partner, recognizing the simultaneous work both are committed to do for a more sustainable future.
The commercial opens with a DHL driver charging her electric truck before heading out on the road. From the start, she has the classic “Yellow” lyrics stuck in her head. She sings as she travels through the countryside, city, and town. As she unselfconsciously belts out the song in her cab, the campaign film crossfades to Chris Martin singing the same part of the track on stage as the stadium crowd sings back to him.
The work is running on TV and online supported by print and social media.
180 Amsterdam Executive Creative Director John Messum commented on the spot: “This partnership is an important one as it shows how brands will need to work together to help tackle the challenges of being a sustainable global business. We’re proud to be able to celebrate the valuable work being done by both while capturing the magic of the band’s live experience.”
Adding to this, DHL Head of Global Advertising Dirk Ude said, “Capturing the magic of one of the best-known bands in the world, this campaign is a shining example of the creativity that comes through great collaboration with our partners [at] 180.”
The band’s target with this tour was to make it as sustainable as possible, aiming to reduce CO2 emissions by more than 50%, remove at least twice as much carbon from the air as the tour emits, and ban the sale of all single-use plastic from the shows. They also harness fan energy through state-of-the-art kinetic floors and power bikes.
Additionally, 180’s most recent global campaign with DHL captured the magic of a Bond movie in an award-winning Bond commercial, celebrating the brand’s partnership with the latest James Bond film Licence to Deliver.
CREDITS:
Production Company: Missing Link Films
Films Director: Peter Lydon
Producer: Ben Link
Executive Producer: Heather Link
DOP: Carl Nilsson
Editor: Govert Janse
Post Production: The Mill
