See What O2 Can Do?

Far be it from this blogger to promote the use of meaningful music in mindless marketing, but O2's latest Blueroom ad campaign yet again highlights their kudos in spotting eye-openingly gorgeous tracks to soundtrack their bubble-laden branding.

But whats more impressive is that these tracks always tend to be mostly unheard of by the larger public. Memorable song-usages include Leftfield's 'Release the Pressure', with which O2 launched its brand in 1999, and later followed this with 'Blood On The Motorway' in the See What You Can Do ads in 2002 - an otherworldly song snaffled off DJ Shadow's divisive second album The Private Press, which could easily have become an end-of-album afterthought for many if spared of this glowing exposure..

Back to the present, O2's current blueroom ad gives Florence and the Machine's 'Cosmic Love' track from her anticipated debut album Lungs (released this July) its first airing anywhere - believe me, myself and thousands other are looking for this song in mp3 format all over the internet, and the blueroom ad is literally the only place it can be heard..



Top marks to O2 for seizing the zeitgest yet again, and expect to hear a lot more of Florence and the Machine this summer.