Chase has tapped someone who knows a thing or two about music to be the brand’s music supervisor for a new campaign: Mark Ronson.
The financial services company has named Ronson one of its Sapphire Creators, a group of celebrity ambassadors featured in the brand’s new Sapphire credit card campaign titled “Same Planet More World.” The British-American record producer and DJ, who’s worked with artists like Lady Gaga, Miley Cyrus, Adele and Amy Winehouse, will oversee the music selections for the campaign’s content partnerships and events in 2020.
Chase worked with agency Droga5 to produce the campaign, which is themed around Sapphire’s card perks and how members can convert local purchases into points that could be used for exciting travel experiences. The campaign kicked off earlier this month with three TV spots directed by Oscar Hudson and set to music curated by Ronson. Each 30-second spot has a cameo from the Sapphire Creators, which also include actress/comedian Awkwafina, actress Gabrielle Union and her husband, NBA player Dwyane Wade.
The spot with Ronson is a vacation-themed ad that explains how Sapphire users can stretch their points by 50% if they book travel excursions; Awkwafina’s spot revolves around Chase’s new partnership with Lyft, in which cardmembers can earn 10 times more points if they use the ride-sharing app; and Union and Wade’s spot is about earning points through dining out at local restaurants.
Leanne Fremar, chief brand officer at Chase, said the campaign will be a major marketing focus for the brand in 2020 and is inspired by “how our cardmembers are living their lives. They’re on the go, they’re traveling, they’re eating out, and they’re experiencing life on their terms.” Fremar said the brand handpicked Ronson to translate the Sapphire campaign theme through music and events.
“My entire background as a DJ is trying to find music to fit an energy, an experience or a room,” Ronson said. “When [Chase] came to me and asked me to curate music for these spots and this campaign, it was sort of a no-brainer.”
As music supervisor, Ronson will curate artists to perform at Chase Sound Checks—the brand’s exclusive concerts for cardmembers—throughout the year. Ronson performed at the first Chase Sound Check of 2020 on Thursday to kick off the Sundance Film Festival, which the brand is sponsoring. Ronson also introduced up-and-coming singer Yebba at a Sundance pre-party at Chase Sapphire on Main, the brand’s festival hub in Park City, Utah.
Ronson’s strategy for curating future Sound Checks will align with his everyday process of finding collaborators as a producer. “I always try to pick [artists] I find really exciting, who are on the cusp or who I might be introducing to people for the first time. Or just someone who will make the audience have a good time,” he said. “[At Sundance] Yebba is the discovery and the great new talent, and I’m just here to make people have a good time.”
The campaign will also run across OOH, OTT, digital and social platforms, as well as streaming audio and podcasts through a partnership with Spotify.
As part of the Spotify deal, Ronson will also create playlists on the app; Chase debuted his first playlist for Sundance, Sounds Like More City Nights, which includes tracks by A Tribe Called Quest, Princess Nokia and Lizzo. Ronson said his Sundance playlist selections were inspired by the whimsical vibe and visuals of the three spots.
Fremar noted that the concept of Sapphire Creators is a first for Chase, which introduced the group as a strategic effort for the brand to “double down on authenticity, curation and experiences.”
Awkwafina, Union and Wade are also slated to curate events for the brand throughout the year, which Fremar said will be centered on discovery, wellness and travel.