Chuck D gives voice to Oath’s new brand anthem
By: Jim Bosiljevac, VP Creative, Oath
Oath is a house of dynamic brands. Bringing these brands together, combining them and recombining them is how we make magic happen. We're also a fan of great brands—our own brands and other brands in the world.
That's why a new video from Oath examines the relationship brands have with consumers. It features not just Oath brands, but other great brands of the world. It is a montage of imagery, a mashup of culture. A snapshot of great brands and their most passionate fans.
These are brands people love. Brands people swear by, wear on their clothing, and build communities around. Brands that transcend their categories by aligning to strong values.
So for the music track, we connected with an artist who is a transcendent brand in his own right: Chuck D, a music legend, an outspoken cultural and political voice, and a public figure who has maintained relevance while holding true to his personal values. In the video, Chuck provides a new take on the hip hop classic, "Can I Kick It?" He also delivers the voiceover, shifting seamlessly between copy and lyrics in a way that only Chuck D can.
Music production, supervision and mix were provided by the award-winning production firm, Squeak E Clean.