- Brand - House Of Fraser
- Spot - #YourRules
- Music Title - You Don't Own Me
- Artist - Grace Feat.G-Eazy
- Composer - White, Madara
- Publisher - Warner Chappell
- Master Rights - Sony
- Ad Agency - 18 Feet & Rising
- Creatives - Anna Carpen, Oli O'Neill
- Film Company - Prettybird
- Film Director - Ace Norton
- Air Date - 18/11/15
A bold remake of a 1960’s feminist anthem not only looks set to become this holiday season’s biggest sync-related hit but is also a firm favourite to be top of the pops come Christmas Day.
You Don’t Own Me was first recorded in 1963 by US teenager Lesley Gore and was kept at Number 2 on the Billboard charts by The Beatles' I Want To Hold Your Hand.
The new version, by 18 year old Australian white soul singer Grace Sewell and featuring up-and-coming Bay Area rapper G-Eazy, has already been a chart-topper Down Under and, as the soundtrack to House Of Fraser’s compelling #YourRules fashion campaign, looks increasingly likely do the same here.
It was produced by the legendary Quincy Jones who was responsible for Gore’s original release as well as her Gold format radio staples It’s My Party and It's Judy's Turn To Cry.
The eye-catching commercial, which broke during Coronation Street on November 18, was commissioned by London agency 18 Feet & Rising. It was directed by Ace Norton, whose past promo work includes videos for the Scissor Sisters and Jennifer Lopez, while Justin Bieber and Nicki Minaj choreographer Parris Goebel was responsible for some unusually confrontational dance routines.
“It's not that we're anti-festive," says 18 Feet & Rising Creative Director Anna Carpen. "But we wanted something which would cut through the usual jingle bells,”
According to Ian Neil, Director of Film & TV at Sony Music, securing this sync proved a lengthy process.
“It wasn’t just a question of licensing the track,” he says. “The agency and the client and the marketing team at Columbia all discussed the project in great detail for months to ensure that both the ad and the single would get the impact they deserved.”
