June 2008
GreenLight, a Corbis company and one of the world’s leading Intellectual Property services firms, announced its rights and music clearances work for advertising campaigns for leading brands such as Old Spice, Ballantine’s and American Family Insurance. GreenLight has recently worked with leading advertisings agencies in North America, Europe and Asia including Weiden + Kennedy, Publicis, Element 79, and Y&R. The announcement was made at Cannes Lions 2008, the 55th International Advertising Festival, held June 15-21 in Cannes, France.
Weiden + Kennedy of Portland, Oregon turned to GreenLight to help clear a photograph of actress Kim Novak to be used in a print ad for Old Spice deodorant. After W+K’s creatives stumbled across the photo in a book of historical celebrity images, GreenLight was able to locate and secure the appropriate copyright so that the advertisement could feature the image of the famous actress along with the memorable tag-line “Blondes Prefer Gentlemen.” The ad was initially intended to run just once, but it drew such a positive response that Old Spice extended the campaign.
“We knew that the image we discovered would be perfect for our campaign, and GreenLight really came through in quickly handling the clearances for us,” said Heather Smith Harvey, Art Buyer, Weiden + Kennedy. “Their involvement helped us create a really fun ad that connected with consumers.”
GreenLight also worked on behalf of Publicis UK to clear the use of images of John McEnroe, Steve McQueen and other iconic personalities to appear in Ballantine’s Whisky advertisements in Spain and Portugal.
“GreenLight was a true partner in helping us negotiate rights and clearances for a high-profile Ballantine's whisky campaign,” said Stacy Koetsier, Client Director, Publicis. “Their insight into negotiation strategy with well-known celebrities was instrumental in securing the deals and helping us deliver a top-notch advertising campaign.”
In creating an integrated print, radio, TV, and online campaign for American Family Insurance, ad agency Element 79, based in Chicago, wanted to include iconic American pop culture references. One big challenge was that they were on a tight timeline and it was the 2007 holiday season. Element 79 turned to GreenLight to clear the use of clips from the popular TV shows Green Acres, The Munsters, and The Brady Bunch. With its unrivaled Rolodex of Hollywood contacts, GreenLight cleared the required rights in just three days, allowing Element 79 to present a winning ad.
Y&R Jakarta, Indonesia enlisted GreenLight’s help in clearing the publishing rights for the song “Que Sera, Sera” for use in a television commercial for Indonesian cement company Holcim. The well-known song, which was a hit for Doris Day in 1956, was given new lyrics and sung in Indonesian. This unlikely pairing of this subject and song proved to be popular across Indonesia and generated good buzz on the Internet.
"GreenLight’s vast experience and connections with these types of clearances made the process a successful one," said Aryanto Nugroho, Group Account Director, Y&R.
“We free up creatives to spend more time and energy on developing great concepts,” said Mark Sherman, Senior Vice President and Head of GreenLight. “Our mission is to provide airtight clearances quickly and cost-effectively to help great advertising ideas fly.”
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