The effective use of Music in Advertising
With synchronization rapidly becoming more relevant for record labels and publishing companies, advertising deals are growing as an income source for the fast-changing music industry. Today, we are going to celebrate some interesting examples that combine images with musical passages in advertising. What better way to reach out to your consumers than with the emotional power of sound?
Rocket Man by Elton John - Samsung
An stellar track accompanies this dreamy ostrich that aims to get lost in flight, as part of the smart #DoWhatYouCant campaign. I wonder how much CGI was needed. It will certainly lift your wings.
Landslide by Fleetwood Mac - Budweiser
One of Budweiser's super-effective Superbowl ads, this one will shed some tears. The nostalgia and 'young maturity' of the song blend in perfectly with the story of a man who raised a horse that eventually had to leave the nest.
One year later, the brewery released a loose sequel featuring the equally emotional track 'Let Her Go' by Passenger. However, note how 'Landslide', being a 40-year-old recording, differs in having that power of evoking a different time. In deed, music is an extremely useful tool to recreate other eras.
Top of the World by The Carpenters, The End by The Doors and The Eye of The Tiger by Survivor - Nolan
This humorous Nolan's Cheddar commercial features 3 completely different tracks to represent various emotions. It starts off with an easy-way-of-life feeling soundtracked by The Carpenters. An unexpected catastrophic turn calls for a sad number. Eventually, the 'reconquest' brings in Survivor's lifted spirit. It will also make you crack a laugh.
An analogous take, intended for Nolan's nuts, features '9 to 5' by Dolly Parton, 'My Way' by Sinatra and 'Back In Black' by ACDC. Perfectly aligned with the brand nutrition-focused values.
Sex Machine by James Brown - Renault
This one is a bit more dated (the ad I mean, since most of the previous songs were already). Renault played with the interjection 'Gerapa' from James Brown's classic. When the ad starts, you have no idea what 'Gerapa' means, until the song is fully displayed. It certainly became a popular ad and one people would often talk about. A great way for a brand to get closer to their target.
The Final Countdown by Europe - Buckler
This one sounds a bit like a typical annoying ad's soundtrack, but it plays with the way Spaniards understand the song, which makes it funny enough and memorable. Did you know the song 'Asereje (The Ketchup Song)' is based the way a Spaniard would understand the song Rapper's Delight by The Sugarhill Gang? Now 'Asereje' or 'I say the hip' makes sense.
Finally, I couldn't help but to close this entry with a legendary 'musical ad', which doesn't mean I consume Coca-Cola myself.