About the Client
Dr. Oetker is a globally recognized food brand, best known for its pizzas and baking products. For their Big Americans line, Dr. Oetker partnered with creative agency Being There to launch a campaign celebrating the reward of enjoying a pizza after a day of hard, authentic work.
The Project
Being There approached THNDR to compose an original brand song for Dr. Oetker’s Big Americans campaign. The two campaign films showcase people engaging in hands-on, playful activities, revealing that hard work—rather than machines—makes simple pleasures worthwhile. Our job: deliver music that captured this humorous, hardworking spirit in a way that would be catchy and instantly recognizable.
Our Approach
We started by steeping ourselves in the DNA of the campaign: work-hard-play-hard, classic Americana, and a wink to old-school country. The brief called for authenticity, so we focused on genre cues that felt familiar yet playful, keeping things raw and energetic.
To achieve the right sound, we:
- Collaborated with songwriters to write several short worker’s songs, referencing classic country and blues.
- Developed a track described best as a cross between a Johnny Cash tune and a sea shanty, with repetitive, memorable hooks.
- Brought in guitarist Floris Bosma for authentic Americana licks and layered in the jaw harp for added rural flavor.
- Treated sound design carefully, making the overall mix tough yet lighthearted—matching the campaign’s balance of grit and humor.
- Reworked, demoed, and refined to find the perfect blend of catchiness and fun.
"The first thing we need to do is to make it authentic."
"The music had to reflect the hard work and humor at the core of Big Americans."
Why?
Campaign music is more than a backdrop—it’s a central ingredient for memorable storytelling. When the sound reflects real effort and spirit, it resonates deeply and reinforces the campaign message. The right combination of genre, instrumentation, and attitude helps brands like Dr. Oetker stand out and fosters a lasting connection with audiences. By putting in careful time, attention, and collaboration, THNDR crafts music that lives well beyond the campaign: a soundtrack for a well-earned slice.
