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# Cross Promoting Music
Coldplay in Apple iTunes Commercial

By Ayman | Published 2008-05-22 | Tech
Source: Trend Hunter, https://www.trendhunter.com/trends/apple-itunes-coldplay
References: [arabaquarius.blogspot](http://arabaquarius.blogspot.com/2008/05/coldplay-sonic.html)

In a witty cross promotion move, [Apple](https://www.trendhunter.com/trends/share-the-joy) has unveiled a new iTunes TV ad that features [Coldplay](https://www.trendhunter.com/trends/moon-music) performing the title track from the band's upcoming album, *Viva la Vida*. The spot promotes an exclusive pre-order of Viva la Vida available from iTunes Store only. Though the album won't be released until June 17, you can download the featured track now.

As for the style of the ad, it expands on Apple's traditional silhouette-style, the new ad features the band lit with a slight silhouette effect in front of a dark background with brightly-colored effects similar to their recent Gamma spot.

The **Coldplay Sonic** spot was directed by Mark Romanek for TBWA\Media Arts Lab, USA with creative and art direction by Scott Trattner.

Watch the recent colorful Apple **[Gamma iPod + iTunes ad](http://www.trendhunter.com/trends/apple-gamma)** .

## Trend Insights (Trend Hunter)

- Score: 4.8/10
- Popularity: 46% | Activity: 89% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Multimedia](https://www.trendhunter.com/multimedia)

## Key Themes

### What's Driving This Trend

- **Cross-promotion:** Opportunity for businesses to collaborate and promote each other's products or services in creative ways, such as featuring a track from an upcoming album in a commercial.
- **Exclusive Pre-order:** Emphasis on offering exclusive pre-orders for upcoming products or services to create anticipation and drive sales.
- **Silhouette-style Advertising:** Use of silhouette-style advertising with colorful effects to create visually striking and memorable commercials.

### Who This Affects Most

- **Music Streaming Platforms:** Opportunity for music streaming platforms to partner with artists and offer exclusive pre-orders for upcoming albums to attract and retain subscribers.
- **Advertising and Marketing:** Incorporating creative cross-promotion strategies into advertising campaigns to capture audience attention and create buzz for products or services.
- **Creative Agencies:** Opportunity for creative agencies to develop visually captivating silhouette-style advertisements with colorful effects for clients in various industries.

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