While both of them approved of the song, Jive executives disliked how the song didn't make sense, and Calder himself asked Mutt Lange (who had previously wrote songs for the group) to help write and record an alternate version of the song in January 1999. Carlsson would work with Martin on the song, and the duo showed the finished composition to the Backstreet Boys and Jive executives. One day, Martin brought over an early version of "I Want It That Way" asking for help with the lyrics, particularly with the hook of the song. Max Martin played Jive and Zomba founder Clive Calder a very early version of the song during a trip by Calder to Sweden, and despite the song not having words yet, Calder said "That’s our first single for the new album.” Max Martin had already written most of the song when he asked co-writer Andreas Carlsson to assist on a cab ride home with Carlsson, Martin discovered that the two lived right next to each other, and the two began sharing songs they were working on. The song was chosen to be the first single very early on, prior to any lyrics being written. debut, the group got started working on songs for their next album in late 1998. The music video received four VMA nominations, winning Viewer's Choice.Īfter the monumental success of their first two albums, as well as their U.S. ![]() The song has been widely covered and parodied by a range of artists, including other boy bands such as JLS and One Direction, while its music video received famous parodies, including Blink 182 on their music video for "All the Small Things", Big Time Rush on their music video for "Like Nobody's Around", their music video for 'Worldwide', and The Wanted on their video for "Walks Like Rihanna". In the United States, the song peaked at number 6 on the Billboard Hot 100 chart for eight non-consecutive weeks, while it topped the Adult and Top 40 Mainstream charts. "I Want It That Way" is the Backstreet Boys’ signature song, and commercially it reached the number-one spot in more than 25 countries, including Austria, Germany, Italy, New Zealand, Switzerland, and the United Kingdom. The song was nominated for three Grammy Awards, including Song and Record of the Year, and has been included in lists by Blender, MTV, Rolling Stone, and VH1. It was later released on the group's greatest hits album, The Hits: Chapter One in 2001.Ĭritically, the song was met with positive reception, with many critics commending its catchiness, also calling it the pop ballad of the year. The song was heavily played on the radio, with the video (directed by Wayne Isham) also being heavily played. The pop ballad talks about a relationship strained by matters of emotional or physical distance. The song was written by Max Martin and Andreas Carlsson, with Martin and Kristian Lundin producing. It was released on April 12, 1999, as the lead single from their third studio album, Millennium. The commercial broke during NFL games last weekend and will run across broadcast and streaming platforms." I Want It That Way" is a song by the Backstreet Boys. The song has always been a karaoke favorite of the team, so we knew which 'tell me whys' we wanted them to hit, and we still can't get it out of our heads." "We couldn't believe how emotional we all got-there may or may not have been tears in some eyes. "The moment they stood in front of the camera, they rehearsed 'I Want It That Way' just to get the notes right, and we felt like we were getting serenaded on set," recalls Saatchi group account director Jen Brotman. Yeah, bet they have some rad meetings at P&G alright. I guess we took it quite literally this time." At P&G during briefings, we often discuss the 'mind opening why' behind a product. ![]() "Since we are introducing a new category, the lyrics lent themselves to telling people why they need the product and the insight behind it. Plus, the song's "Tell me why" hook fits the brand message, right? ![]() "So, it aligned perfectly with our message." "We wanted a band that have a presence beyond nostalgia, and they are having a moment right now with multiple generations thanks to social media," Lobatón says. OK, that's clear-and fresh! But why BSB specifically? "And when we were looking for something that would resonate with our target, we realized there were certain pieces of vintage clothing that made sense, like band T-shirts." "In most cases, your favorite clothes are something you don't want to get rid of-specially not because of malodor," Daniel Lobatón, CCO at Saatchi NY tells Muse. But that BSB tour shirt doesn't smell like skunk anymore.
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