It’s already been two months since Israel’s victory in Lisbon and things are looking good for Netta — not only artistically, but also economically.
Earlier this week Israel’s leading communication company “Partner” launched a new campaign to promote its digital television service with Netta as its star.
The campaign, which was shot in Eurovision 2017 host city Kyiv, builds on scenes, sounds and phrases taken from Netflix series including Money Heist, Narcos, and Orange is the New Black.
Initially seated on her home sofa, Netta flips through the channels before deciding on Netflix and becoming part of the action in front of her. Her sofa magically transports her into the series where she takes on an active role in the creative, making music as she responds to the scenes unfolding around her.
Her looper, chicken sounds, unique outfits and facial expressions are all integrated into the campaign.
For instance, as the kids from spook series Stranger Things race down the road on their bikes saying “Oh my god”, Netta riffs on those words before her sofa shoots her into the sky — seemingly drawing the attention of the kids below. But before you know it her couch slides into one of Queen Elizabeth’s many palaces in The Crown. She introduces herself to Liz and Prince Phillip with her instantly recognisable sound. This is how you enter a room!
Terry Yaskil — partner’s Chief Marketing Officer — told Globes why Netta had to be his star.
“We’re excited to be part of an original campaign with a young and talented artist like Netta,” he said. “She has an amazing ability to transcend conventions and penetrate straight to the heart with her musical truth. Her artistic footprint stands out in the campaign.”
Spotify “Out Now” playlist
Netta has plenty of other reasons to celebrate. On Thursday “Toy” was added to Spotify’s prestigious “Out Now” playlist, which the streaming giant curates to promote noteworthy releases.
Her inclusion will, no doubt, help put her in front of new audiences who haven’t had the pleasure of discovering her or her sound.
She’s in good company. Other artists on the list include Years & Years, Troye Sivan, Khalid and Lorde.
— Netta Barzilai (@NettaBarzilai) July 19, 2018
Are you loving the Partner advert? Which scene is your favourite? Let us know in the comments section below!