They translated our creative brief into a musical treatment that immediately resonated with my marketing team.
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Nashville, Tennessee (PRWEB) April 08, 2014
From tax time to Tennessee Titan time, there’s always a Nashville connection – this time, thanks to country singer Lorrie Morgan and advertising exec Marty Morgan.
This year as folks are laboring to get their taxes filed, national franchise Liberty Tax has found a new way to present its message of simplified tax preparation in a jingle, EZ Capeezy. It was produced for them by The RedHot Jingle Company owned by brother and sister team Marty Morgan and platinum recording artist Lorrie Morgan. The duo’s recent success comes on the heels of debuting a punchy new stadium “fight song” for the Tennessee Titans.
Regarding the Liberty Tax jingle, RedHot Creative Director Marty Morgan said, “Liberty Tax wanted to paint a picture of fun, entertaining and painless tax preparation. Our goal was to engage the audience and create a song that got stuck in everyone’s head. So we brought in a half dozen top session singers and a nationally renowned cast of A-team musicians to create the vibrant new Liberty sound that is totally happy and totally fun!”
The lyrics say it all. “Easy Capeezy, Fast and Easy. We Make Tax Time Much More Fun. Believe it or Not, We’ve Got America’s Fastest Refund. For Easy Capeezy, Taxes made Easy. Liberty’s The One.”
“When the RedHot jingle team listened to the story behind our brand,” said Martha O’Gorman, Chief Marketing Officer, Liberty Tax Service, “they translated our creative brief into a musical treatment that immediately resonated with my marketing team and, we were certain our customers would embrace it! We absolutely love their production. It’s like brain glue the way it sticks in your mind.”
“There’s no better marketing tool than a jingle that nails the essence of a brand,” O’Gorman continued. “The EZ Capeezy jingle does just that for Liberty Tax. The song is so catchy that everybody wants to sing along with it. That fact alone makes everyone a brand ambassador for Liberty Tax! Truthfully, the message is so compelling we are now making EZ Capeezy t-shirts.” Liberty Tax is $500 million dollar tax franchise service with over 400 employees, and the third largest tax service in the country.
Being awarded the contract for the Liberty jingle was subsequent to Lorrie Morgan being asked by then Tennessee Titans owner Bud Adams to perform an original song she and Marty had written, scored and produced for the Nashville-based NFL franchise at a gala event honoring Mr. Adams.
Lorrie, a personal friend with Adams, recalled her first words when Marty played her the initial work tape of Titan Up. She said, “I have got to get that to Bud!” So she did. And he immediately suggested they find ways to introduce it to Titans fans.
“When Mr. Adams heard Titan Up, he loved the song right away,” said Lorrie. “At the time, a strike-shortened season kept the Titans’ focus understandably on other things.” She continued, “You can imagine how elated we were when finally late last fall (for the Titans home game against Kansas City) my touring partner Pam Tillis and I were asked to sing the national anthem, our new single and do a live pre-game performance of Titan Up as well. The crowd ate it up!”
“Now, we are really hoping this becomes the official Titans’ fight song,” adds Lorrie. “It has all the right elements: heart pounding rhythm, big dynamic sounds, in your face lyrics -- that everyone can sing with -- and a message which fans and players alike can relate to.”
In hopes that it will become the Titans’ long-term team anthem, RedHot Jingles plans to distribute the Titan Up song at tail gate parties in the coming season, and to promote it with home videos and merchandise believing a viral swell of popularity will be enough to sway Titans’ officials to make it a permanent part of the game day experience at Nashville’s LP Field. The song’s closing line “Gonna Hit Somebody” seems perfectly apropos for the hard hitting game of football!
About RedHot Jingle Company
Founded in 2010, by brother and sister team Lorrie and Marty Morgan, Red Hot Jingles writes and produces custom jingles and original music for television, radio, film, sports and entertainment.
Given their roots, one might assume creating music and jingles is second nature to them. As children of Country Music Hall of Fame member George Morgan -- whose hit song Candy Kisses elevated him to national fame as well membership to Grand Ole Opry in 1948 – country music (and music in general) is in their genes.
Multi-platinum recording artist Lorrie Morgan is a 4-time recipient of "Female Vocalist of the Year” in TNN's Music City News Awards and has charted more than 30 Billboard singles including three No. 1 songs. Lorrie was the youngest member ever inducted to the Grand Ole Opry Opry joining in 1984, at the age 24. Currently, she records with another second generation country recording icon, Pam Tillis (daughter of Mel Tillis). The duo performs nationwide in the highly acclaimed Grits & Glamour Tour.
Marty Morgan is a veteran of the advertising community, where he worked as senior copywriter and creative director for ad agencies in Birmingham, Dallas, Kansas City and Nashville. He serves as senior producer and lead writer for the RedHot creative team. He is assisted by his sister and a number of arrangers and composers from Nashville, New York, Los Angeles and Tel Aviv, who collaborate
to create lyrics and melodies.
Marty Morgan has composed jingles for America West Airlines, Cellular One, Santa Fe Restaurants, 94.9 The River and The Kansas Furniture Mall as well as more than 50 other national, regional and local customers. Since 1980, he has written commercials for and done voiceovers for clients including Ringling Bros. Circus, Ice Follies & Holiday on Ice, El Chico Restaurants, Mercury Records, Sunbeam Breads, BF Goodrich, Shakespeare Rods & Reels, Hummingbird Marine Electronics, and others.