Although record labels have come up with a lot of gimmicky bullshit as of late to promote their artists, every once in awhile something ridiculously innovative and fresh finds its way to the surface!  To me, the difference is whether the idea is something that helps the listener experience the music/art in a new and interactive way, or if it’s simply a marketing ploy that sucks the soul from the artist in order to benefit the product/company/label.

So as evil as Sony might come off as, I must give due praise to this dope idea they came up with in conjunction with Umbro to promote the band Kasabian’s new single, “Underdog.” Reconfiguring Guitar Hero with buttons that are pushed by soccer balls, this campaign manages to combine the seemingly unrelated concepts of soccer, Guitar Hero, and Kasabian.  Ultimately, you don’t have to be familiar with all three of them in order to enjoy the commercial, and you don’t have to be into any of them to still think it’s pretty fly.

Via CR