Spark-me | Spark in charge of music rights negotiations for VW
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Spark in charge of music rights negotiations for VW

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Volkswagen AG, known internationally as Volkswagen Group, is a German multinational automotivemanufacturing company headquartered in Wolfsburg, Lower Saxony, Germany. It designs, manufactures and distributes passenger and commercial vehicles, motorcycles, engines, and turbomachinery and offers related services including financing, leasing and fleet management. In 2016, it was the world’s largest automaker by sales, overtaking Toyota and keeping this title in 2017, selling 10.7 millions vehicles. It has maintained the largest market share in Europe for over two decades. It ranked sixth in the 2017 Fortune Global 500 list of the world’s largest companies. Volkswagen Group sells passenger cars under the Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, Škoda and Volkswagen marques; motorcycles under the Ducati brand; and commercial vehicles under the marques MAN, Scania and Volkswagen Commercial Vehicles.

Spark was asked by Supreme Music and Grabarz und Partner to negotiate the music rights for various songs as a potential fit for their ad ‘Kinderträume’ (children’s dreams).

The song that made the ad was ‘If You Could Read My Mind’ written by Canadian singer/songwriter icon Gordon Lightfoot. The interpretation by Scala & Kolacny Brothers fitted the ad just perfectly as it features mainly a children’s choir.

The ad showed children in different scenes dreaming about every kind of sports car brand but a VW car: Bugatti, Porsche, DeLorean and Lamborghini.

At the end of the ad a boy can be seen watching a Bugatti leaving a car park and walking dreamily onto the road without watching the traffic. Thanks to the standard City Emergency Breaking technology, that comes as standard in VW Golf cars, the driver was able to stop the car and the boy could walk across the road unharmed. The text ‘Don’t stop dreaming, VW now adds City Emergency Breaking as a standard to all of their new cars’ appears as a caption at the end of the ad.

Spark negotiated the music rights with the record label and music publisher and also negotiated the agreements on behalf of VW.