Miles Davis- Billboard

[Roundsound]

Driving into Miami this morning from Broward County, I was suprised to see a Hennessy Liquor billboard featuring a large picture of Miles Davis, with his wrap around sunglasses during a performance. It was titled something, Don't blend in, dare to be different. I bet not one in a hundred drivers will know who is in the picture.

[medjuck]

In LA there was a GIANT poster of Miles for the Apple

"Think different" campaign.

[Claude]

Currently, with VS, we have a campaign called Never Blend In. Basically, the campaign theme focuses on a given celebrity who's being true to himself, who's independent, and who stands out above the rest. We're using the same format for both Hispanic and African-American executions because of the synergy that exists within this urban consumer segment. These are striking, compelling portraits like the ones we're using right now of Miles Davis and the rapper, Rakim, who's a super-famous celebrity in the Hip-Hop world. For our Mexican consumers, we're using the well-known musician, Saul Hernandez, who was legendary with one band, and then started another band. He's been around a long time and has a unique style all his own. Then, for our Caribbean markets, we have a star singer, Tego Calderon. He's from Puerto Rico, and what's exciting about him is that he's developed a style of music that's like a Spanish version of rap. All this reflects what you're starting to see more and more with urban culture, in general. There's all this cross-over going on, and just all kinds of different expressions happening.

http://www.beveragebusiness.com/art98/bradfordl0104.html

Miles Davis "Think different" poster

Edited January 28, 2004 by Claude