Sahara Beck ProfileThe soulful strains of acclaimed Queensland singer-songwriter Sahara Beck have landed her a sweet deal with New York-born ice-cream brand Häagen-Dazs as it makes an attempt to crack the elusive Australian market.
The QMA-winning chanteuse broke the news with an effusive social media post pointing to a short, new advertisement starring American Sniper and Silver Linings Playbook star Bradley Cooper and featuring her song I'm In Love.
Granted, Cooper has been popping up in localised, slightly different edits of similar ads for the ice-cream company since 2013 — it even recycles footage from a 2015 UK advert — but this is the first such piece, to our knowledge, to feature an Australian artist, and it's a damn fine pairing.
"Oh god my song is in an ad with Bradley Cooper eating delicious Häagen-Dazs icecream #iminlove," Beck captioned the clip.
Interestingly, as Fairfax notes, the new campaign is actually the American ice-cream-maker's second attempt at entering the local market, first being introduced to Australia back in 1999 before pulling out a mere five years later due to poor sales. With a whole new environment in front of them — and a prevailing "less is more" attitude as consumers flock to "pure" and "simple" imagery, according to Joe Ens, the Australasian managing director of parent company General Mills — there's no suggestion that they're doomed to a repeat performance by any stretch, especially with such sweet sounds lending themselves to the cause.
I'm In Love comes from Beck's most recent full-length, Panacea, which is available now through Create/Control.
