Groove Guild shows the missteps of the 'universal language of music'

The spot spoofs the communication challenges around music pitches in the ad industry.

Music is said to be the "universal language," but talking about it isn’t always easy. 

Creative music agency Groove Guild highlights the struggles of describing music in its lighthearted spot, "Talking About Music."

The campaign shows a fictional Zoom brainstorming session featuring cameos from LEGO creative director Juan Carlos Gutierrez, Verizon creative director Joel Bloom, Hill Holliday VP, creative director Daniella Tineo-Cohn, Area 23 senior copywriter Ella Nemcova, Boundless CEO Jessice Daponte, WaterTower Music vice president of marketing Joe Kara and Crossfade Partners CEO Jon Vanhala.

The group tries to articulate the sound they’re envisioning with out of left field descriptors like 

"A bed of country is what I definitely want, but with the Black Keys," and "Think '90s hip-hop meets dystopian future meets, like, an abandoned mall in Japan." Other pitches include a song that sounds like "If Lady Gaga wrote a song for Death Grips, but then it was performed by Daft Punk covered by Green Day" and "the sounds of fruit."