Singer Ellie Goulding took to the stage on day five of the Cannes Lions International Festival of Creativity and spoke about how she picks her brand associations.
Labelling herself, 'not the typical pop artist, she said, "I've got respect for people who approach me to be brand ambassador. The brands I partner with don't push me to say controversial things or wear revealing clothes. Infact the brands I tie up with are completely the opposite of 'traditional' brands. I was shooting a commercial for Deichmann shoes and they were completely the opposite of what brands usually want ambassadors to do. They weren't taking extra shots of the shoes during the shoot and pushing the products."
Goulding also believes in associating with brands that do good for the environment. She was unhappy about the fact that one of the shampoo brands she endorsed had microbeads which caused water pollution and asked the brand to do something about it. The brand (Pantene) listened to her and replaced that with something that was recyclable.
Moving to music, Goulding spoke about how she's matured from the girl who sang about heart-breaks to one with a strong personality.
"It began with 'On My Mind'. The song was about a one-night stand.I felt women hadn't spoken about it like men and decided to go ahead with it," she said.
The song was shot in Vegas and showed the singer on a horse ride into a casino. The crew got permission to shoot inside the casino because the owner's daughter was a big fan of a previous song of Goulding.