Fashion e-tailer Very.co.uk, has partnered with British hip hop duo Rizzle Kicks to revamp the iconic 1991 summer song ‘Summertime’, originally by DJ Jazzy Jeff and The Fresh Prince, aka Will Smith.
The collaboration, which will likely appeal to millennials in particular, also makes for an entirely shoppable online music video, with all items available to purchase direct from the video, from the 90’s fashion collection to the homeware and picnic goods.
Available exclusively to download, the track to the video is available to the first 10,000 music fans who visit the Very site. The full-length music video can be viewed on the Very website and on Very’s YouTube channel.
Clicking the banner will keep the customer in the video, and display a range of products featured in the video, such as dungarees. Clicking on a specific product will lead the viewer to a dedicated Summertime’ section on the Very site.
The ad, created by Havas SE Cake and Universal Music Group, comes not long after Google added shoppable ads to its existing range of YouTube ad products, allowing retailers to get more direct value from their video ads – particularly on mobile.
The use of shoppable YouTube videos is growing. In September last year, big Four grocer Asda announced it was trialling shoppable YouTube videos, which would enable customers to buy ingredients without ever having to leave the video site.
Jim Dowling, Managing Director at Havas SE Cake, said: “We're all about working with brands like Very.co.uk who believe in the idea that people aren't fussed about ads – but they go looking for entertainment. Entertainment also drives business, and that's what makes #Summertime such an exciting idea.
Integrating shoppable technology into our music video allows us to not only provide entertainment, but drive customers to the site in a smart way.”