CommercialsPop PromosShort Films    UKInternational
Tate McRae
'Exes'
28 November 2023 3 mins 12s

Fans of Christina Aguilera and defunct Netflix wrestling drama GLOW will enjoy this throwback promo for Tate McRae's latest track 'Exes'. Having first come to public attention on the US reality show 'So You Think You Can Dance', the Canadian singer plays to her strengths and throws herself wholeheartedly into Sean Bankhead's sensual choreography throughout the video.

Accompanied by a coterie of dancers, McRae channels Aguilera's classic 'Dirty' looks as she performs in a wrestling ring, a dingy bathroom, and what appears to be a barn - complete with hay bales. Focused on the whole performance package rather than her sparse, autotuned vocals, this is more Pussycat Dolls than pop innovation.

A last minute Lyft endorsement - which sees the singer climb into a car prominently bearing the rideshare app's logo - feels out of place, particularly as it occurs after the music has ended and most viewers will have clicked away. It illustrates the necessity of integrating branded aspects into the meat of a promo if they're going to be seen... while still finding a way to make them feel like an authentic part of the narrative.

Product Category: Promos

Territory: UK



CD: Bradley J Calder
editing
Company3
Editor: Aerin Moreno / Matt Osborne

  Tate McRae - 'Exes'


Tate McRae
'Exes'
28 November 2023 3 mins 12s

Fans of Christina Aguilera and defunct Netflix wrestling drama GLOW will enjoy this throwback promo for Tate McRae's latest track 'Exes'. Having first come to public attention on the US reality show 'So You Think You Can Dance', the Canadian singer plays to her strengths and throws herself wholeheartedly into Sean Bankhead's sensual choreography throughout the video.

Accompanied by a coterie of dancers, McRae channels Aguilera's classic 'Dirty' looks as she performs in a wrestling ring, a dingy bathroom, and what appears to be a barn - complete with hay bales. Focused on the whole performance package rather than her sparse, autotuned vocals, this is more Pussycat Dolls than pop innovation.

A last minute Lyft endorsement - which sees the singer climb into a car prominently bearing the rideshare app's logo - feels out of place, particularly as it occurs after the music has ended and most viewers will have clicked away. It illustrates the necessity of integrating branded aspects into the meat of a promo if they're going to be seen... while still finding a way to make them feel like an authentic part of the narrative.

Product Category: Promos

Territory: UK



CD: Bradley J Calder
editing
Company3
Editor: Aerin Moreno / Matt Osborne

Tate McRae 28 November 2023
'Exes' 3 mins 12s

by Syd Briscoe

Fans of Christina Aguilera and defunct Netflix wrestling drama GLOW will enjoy this throwback promo for Tate McRae's latest track 'Exes'. Having first come to public attention on the US reality show 'So You Think You Can Dance', the Canadian singer plays to her strengths and throws herself wholeheartedly into Sean Bankhead's sensual choreography throughout the video.

Accompanied by a coterie of dancers, McRae channels Aguilera's classic 'Dirty' looks as she performs in a wrestling ring, a dingy bathroom, and what appears to be a barn - complete with hay bales. Focused on the whole performance package rather than her sparse, autotuned vocals, this is more Pussycat Dolls than pop innovation.

A last minute Lyft endorsement - which sees the singer climb into a car prominently bearing the rideshare app's logo - feels out of place, particularly as it occurs after the music has ended and most viewers will have clicked away. It illustrates the necessity of integrating branded aspects into the meat of a promo if they're going to be seen... while still finding a way to make them feel like an authentic part of the narrative.

Product Category: Promos

Territory: UK



CD: Bradley J Calder
editing
Company3
Editor: Aerin Moreno / Matt Osborne