As part of the latest deal linking its teen clothing line to a young female music act, fashion brand Candie's will help promote the song "Wake Up Call" from "Heroes" star Hayden Panettiere's forthcomi
As part of the latest deal linking its teen clothing line to a young female music act, fashion brand Candie's will help promote the song "Wake Up Call" from "Heroes" star Hayden Panettiere's forthcoming album from Hollywood Records.
While financial terms were not released, Hollywood says Candie's will absorb the "majority of the cost" of the single, which will include a multimillion-dollar ad buy on cable and network TV, a print campaign and a music video.
The ad campaign will begin at the end of July, while the song will be released digitally Aug. 5. "Wake Up Call" will appear on Panettiere's still-untitled debut album, which is slated for 2009.
Candie's announced an advertising and marketing pact with Panettiere in February. The brand's incorporation of her music into the campaign follows in the footsteps of its deal last summer with Interscope and Fergie, whose songs "Big Girls Don't Cry" and "Glamorous" were promoted in Candie's TV commercials.
While best-known to audiences as world-saving cheerleader Claire Bennet on NBC's "Heroes," Panettiere's record deal with Hollywood precedes her prime-time success from the past two years, according to Hollywood Records senior VP of marketing Ken Bunt.
"We had to work within her crazy schedule to determine what direction she wants to go with her music," Bunt says. "Wake Up Call" is a reggae-flavored pop song that was written by Andreas "Quiz" Romdhane and Josef Larossi, who have previously written tracks for Geri Halliwell, Diana Ross, Il Divo and Westlife.