By Simon Brown, Publishing Manager at Lemoncake.com
When you hear a catchy tune or song on an advertisement, you rarely forget that product. Whether or not the product is something that interests you specifically, a track that plays into your emotions will make for a memorable ad. Carefully selected music attracts the audience and contributes to the entertainment factor, as well as ensuring an ad lives on in ones memory beyond its 30-second length. Tying music together with the narrative of an ad will help to create something truly special. If it is successful, viewers will be left humming the jingle, with the brand’s information and slogan well and truly drummed into their memories.
British retailer John Lewis’s marketing team is renowned for getting their advertisements exactly right, and their music choices for Christmas advertisements never fail to impress. In 2010, Ellie Goulding’s version of ‘Your Song’ complemented a heartwarming piece about sneaking presents past loved ones, attempting to giftwrap awkwardly shaped items, and hanging stockings out for pets. More recently, Gabrielle Aplin’s cover of ‘The Power of Love’ beautifully accompanied a snowman’s search for the perfect present, and also topped the Singles Chart. 2013 sees the return of Lily Allen covering Keane’s ‘Somewhere Only We Know’ in an emotionally charged ad titled ‘The Bear & The Hare’.
Whether it’s a gorilla smashing a drum kit to Phil Collins or a Pavarotti parody, memorable tunes are ideal in accompanying the visuals in ads. From iconic rock songs, to 70s anthems, or simply a price comparison site with a ridiculously irritating jingle, advertising music proves hugely influential time and time again.
So how do you choose the right music for your advert?