The Deconstructed Brief
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Worst Song in the World

WORST SONG IN THE WORLD

Brand: Monoprix
Agency: Rosapark

Challenge

Monoprix needed to inform shoppers about new home grocery delivery services that included the delivery of groceries in less than an hour and the option to leave your cart at the checkout and pay upon delivery. These options resolve key issues that prevent consumers from transitioning to retailers’ online grocery services: concerns about freshness (60%) and overall quality (52%). Only a quarter (25%) of consumers felt that online grocery services offered a good produce department, and even fewer (19%) believed that they had a good meat or seafood department. Monoprix needed to position its online grocery services as a solution to these problems and an extension of consumers’ current actions — not as a new and alternative action to its current process.

Rationale:

ROSAPARK’s spot features a female protagonist forced to listen to “The Worst Song in the World,” a mash-up of terrible modern and ‘80s musical cliches. The advertisement alternates between shots of our pained protagonist and the song’s music video, which is every part as awful as its lyrics. The end of the advertisement reveals the secret: She can’t change the song because her hands are carrying her grocery bags.

The advertisement’s relatability establishes Monoprix’s services as a natural extension of its current behavior and solution to everyday problems. It aired on TV, as well as digital channels, including YouTube, Dailymotion and throughout the brand’s social networks. Twitter users can use the campaign’s hashtag, #LaPireChansonDuMonde ("The Worst Song in the World") to submit tweets to be retranscribed with the song’s instrumentals through submission to KaraoTweet.

Key insight

Get your hands back.

What they told Adweek:

"To create 'The Worst Song in the World,' we had to find the musical universe that would be the farthest away from the young woman's. It was a clash of generations, styles, tastes. But we also strove to create a song that could be a guilty pleasure, the sort of song we love listening to, even if we don't want to admit it," stated Gilles Fichteberg, co-founder of ROSAPARK.

Lessons to be learned:

  • Help consumers relate. — Numerous elements of the advertisement provide relatable moments where the viewer can say, “I’ve been there.” The spot places the protagonist in the midst of a mundane and relatable conundrum and creates numerous internal hypotheticals that the viewer can understand on a personal level: the inexplicable appearance of questionable playlist content and bizarre musical decisions.
     
  • Create an incentive. — Unlike the advertisement’s protagonist, viewers have ample opportunity to disengage from the song, but much like a trainwreck, they can’t look away. They want answers to the questions posed by the song’s lyrics. This need for fulfillment comes from an intrinsic element of human psychology that experts term “the drive theory of curiosity,” which details the neurological connection between curiosity and motivation.
     
  • Give them something to hate. — For as much as people know what they like, they know what they hate even more. Hatred serves as a unifying factor, and like any other strong emotion, it spreads. In a social media-first society, hatred disseminates an idea or message faster than any other emotion. Researchers at Beihang University in Beijing mapped four basic emotions in more than 70 million posts and found that anger is more influential than other emotions, like sadness and joy. Playful discomfort — cringe-worthy visuals and lyrical tropes —  provides the perfect opportunity to harness this emotion in an innocuous and engaging manner. 
     
  • Nostalgia sells. — A nostalgia revival has permeated a range of industries as brands capitalize on consumers’ anxieties about the future. The American Psychological Association found that nearly two-thirds (63%) of Americans see the future of the nation as a significant source of stress, and over half (59%) of the population believes that this is the lowest point in our nation’s history. Nostalgia creates an artificial connection between brands’ products and a sense of simplicity and security.