INTHEGROOVE CREATES LOUIS ARMSTRONG-INSPIRED TRACK
December 18, 2007

INTHEGROOVE CREATES LOUIS ARMSTRONG-INSPIRED TRACK

The spot was conceived by Momentum Advertising for Grolsh's US distributor Anhueser Busch and shows bottles of the beer blowing their tops, along with pint glasses full of the beer rolling in synchronicity with the big band track.

According to Inthegroovemusic's co-owner/creative director Brian Reidinger, Anheuser Busch initially launched the campaign using Louis Armstrong's "It Don't Mean a Thing (If Aint Got That Swing)" as the feature track. The studio's challenge was to create a jazz/blues track with Armstrong in mind, making it obscure enough to sound like a licensed artist piece.

Live instruments and vintage recording gear were used to create the "vinyl" sound. Musicians were all recorded together as if it were a live gig.