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Positiva harnesses ad power. (News).
Positiva is looking to harness the power of two massive TV advertising campaigns with releases this spring.
Make Luv by Room 5 featuring Oliver Cheatham is due for release on March 24 following its adoption as the sound-bed of a year-long pan-European Lynx Pulse ad campaign. It will be followed on April 28 by the track Husan by Bhangra Knights vs Husan, which has become a massive underground favourite after its use in a Peugeot 206 ad campaign.
The Make Luv track, which was selected by Lynx ad agency Bartle Bogle Hegarty after six months of discussions with Positiva and EMI's synchronisation department, EMI Sync, is due to be single of the week on Radio One's Sara Cox breakfast show this week and has been C-listed by the station, five weeks ahead of release.
Alice Kendall, music coordinator at BBH, chose the track from a selection put forward by Positiva last year, before the year-long TV, cinema and radio campaign launched in the UK on Feb 10. The ad is also due ...