Gis to the go no more
The Louis XIII cognac brand has once again wrapped its latest campaign in a musical treat—one that consists of just a single note.
In November 2017, Louis XIII caught our attention because the cognac maker had star producer Pharell Williams write a song that won't be released for another 100 years - if climate change hasn't destroyed it by then (Werbewoche.ch reported).
Now the agency FF Los Angeles is once again responsible for a surprising musical campaign. The Paris-based Israeli jazz composer and pianist Yaron Herman has created a musical work for the cognac brand that uses only one note: G sharp. But with robot arms that toast each other with gognac glasses and produce precisely this sound.
The idea was inspired by the sound created by the toasting. The long decay is also intended to represent the long-lasting taste experience of the cognac. And lo and behold, the composition is worth listening to and fascinates with its amazingly varied monotony.
The idea of composing with only one note is not new, however, and has been used on various occasions in modern classical music.
