ABEL’s Simon Fowler and Sonar’s Sophie Haydon take LBB’s Tom Loudon behind the scenes on the “whistle-able” jingle they rewrote and resung “probably 100 times” and whimsical Illustrated characters, each with a backstory.
ABEL’s recent campaign for Coates, ‘Why don’t you just Coates it?’, features a catchy jingle from Sonar and whimsical illustrations by ABEL co-founder Simon Fowler, aiming to refresh the brand and turn ‘Coates’ into a verb synonymous with reliable solutions.
Speaking to LBB, Simon explained how the jingle was strategically crafted with Sonar to make Coates synonymous with end-to-end solutions, noting the need for a “whistle-able way for Coates to be on every job-site in the country.”
He also discusses the personality-driven equipment illustrations, detailed character backstories, and unexpected creative twists that brought the campaign to life.
Sonar executive producer Sophie Haydon speaks about the collaborative process of creating a distinct sonic brand stressing the importance of aligning creative visions and exploring diverse musical approaches.
