We invited three top creatives to showcase some brilliant examples of the use of music in advertising. The event, in partnership with Radiocentre, took place at The Hospital Club in London, and was Chaired by Holly Newton (The Sunshine Company). Our panel showed classic advertising examples and impeccable sound design, and told the stories behind the creation of the campaigns.
Loz Horner, Strategist, Lucky Generals
Pot Noodle – The Ring
Music is one thing that is close to my heart as a strategist. It can deliver my strategies often better than the pictures. In fact, often if you sing a strategy it can come across as more compelling and believable than if you say it.
Pot Noodle is an example of music helping us deliver the message. It was very much seen as the snack of the 90s, the brand of snackers - lazy people who sit around all day. The current generation don’t really like that; they’re more ambitious and more motivated. We said they still need a quick and easy snack because they’re really busy, not because they’re unmotivated.
Our research showed that people really enjoyed the twist in the story. So we used the rap track to emphasis the flip between the two halves of the ad. It turned out to be hugely successful to that side of the work.
Bud Light - Real Men of Genius Campaign
This campaign demonstrates how music can be a deliverer of strategic messaging. It celebrated the heroism of everyday Bud Light drinkers.
It’s one of the greatest radio ads of all time. There were around 200 spots in this campaign. People were bootlegging them and selling them on eBay - which is a sure sign of success.
For anyone with strategic angle, the adage is - if you can’t say it, sing it. Because music is a fantastic way to deliver messaging.
Laurent Simon, Creative Director, adam&eveDDB
John Lewis – The Bear and Hare
John Connon, Creative Director, Wake the Town
Honda – The Other Side
In The Other Side, the music needed to follow the same guidelines as the two stories. For us as a company, this was the first time we’ve been asked to create two distinctly different sonic worlds. By using the same relative key and other melody cohesive thread we were able to marry the two pieces of score.
Old Spice – Momsong
When I saw Wieden & Kennedy Portland’s Old Spice Momsong I immediately wanted to read up about it. The agency employed a company called Walker Music to collaborate with - including writing the scripts and creating the song.
They reached out to Brad Neely who had worked on Family Guy, having a strong musical element to it. Working with him, once they landed on a script the hardest thing was to translate it into music terms, whilst keeping the humour alive. The success of this campaign was down to the way in which the sincerity of the arrangement and melody juxtaposed the absurdity of the lyrics and visuals.
For more information on the impact of music in advertsing, read Radiocentre's report – Strike A Chord.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.