Commercials used to depend on jingles to get in your head.
“My bologna has a first name. It’s O-S-C-A-R….”
Then sometime in the 1990’s, brands realized that tapping into popular songs could sell products better than jingles.
VW and “Da Da Da.” Target and The Kinks. Hummer and The Who.
In hindsight, it makes you wonder why that didn’t happen sooner. Music activates our senses, burrows into our subconscious and, at least for me, helps me remember certain moments in time.
Case in point: Summer of 1980. I spent hours upon hours at the pool and probably heard Supertramp, “Logical Song” playing on the stereo 50 times that summer. Every time I hear the song, it makes me smile and remember those great days of being a kid.
Anyway, back to music and marketing.
Over the weekend, I saw a Capital One commercial with Samuel L. Jackson covering an Al Green song. (He nails it, by the way.) It’s been a while since a great song in an ad caught my attention. Knowing how powerful music can be, why don’t we hear more great music in ads these days?
I’m currently on a crusade to find the perfect spot to use Frankie Valli & The Four Season’s “Who Loves You.”
See You NexTuesday.
