The process
Like always, I started by planning the direction: the sounds I’ll use, the music style, and most importantly, how the message will be delivered. From the brief, I understood how challenging it can be to introduce a change, even if it’s a great idea meant to make things easier, as in this case. People often don’t like change.
So I approached it with a suggestion: let’s make the lyrics sound like something a friend would say. You know, imagine a friend coming over and saying, "Look at this thing, dude, look what this thing can do! What do you think, ever seen that before?" That kind of playful, honest tone.
The message was simple: the new MAX "flipped upside down" (S-a dat peste cap) to make it simpler to use. The lyrics were written in Romanian, but here’s a faithful adaptation in English to give you a sense of how they were built to fit the spot:
The new MAX turned around,
The simplest squeeze in town!
With one hand no mess, no flap
The wash is done, just like that
So easy, it doesn't even have a cap!
The new MAX — have you tried that?
Since the video was going to feature influencers quickly showing how the product works, I wrote the song to follow that demo in real time to almost narrate that demonstration, making it easier to remember.
The first verse sets the tone with positive change and innovation, then it walks through the main features highlighted ease of use, speed, one-hand control and ends on a playful twist with a simple call to action. The lyrics are one part of it, but how they’re delivered makes a big difference. I leaned into a delivery style that’s a bit self-aware and lighthearted. If done right, that kind of tone can feel charming, relatable, and disarming.
The campaign was well received, and people responded really positively to the message on social media.
