Friday, September 17, 2010

Creative Excellence Fridays - Singing the Sell

Since day one we've reacted emotionally to music in a visceral way. Advertisers clued in to this on day two.
There have been so many effective campaigns using music over the years. The risk one takes, however, is choosing music that is contrary to your target. Music is such a personal thing. It enables the viewer/listener to embrace, or reject the brand depending on the relationship with the chosen song.

Blur's Song 2 (The Who Whoo Song) has been used a number of times because of it's powerful build up.
Eric Claptons Layla packs a powerful emotional punch.
etc. etc.

Google's new Instant search feature is being promoted through a variety of on and off line video creative. Here they tap into the retro chic popularity of Bob Dylan.

And in the original music category, this is my favourite right now. Burger King did the marching band theme a few years ago but have revived it very successfully.

That's it for this week. For our Toronto readers, enjoy the last two days of TIFF.

As always, your comments and suggestions are welcome.
Have a great weekend.

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