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Chris, you're breaking my heart. Garden State is a perfect example, whether you like the story or not (I did), of music not only enhancing the viewer experience but complementing the tone of the film. Perhaps my affinity for Iron & Wine as well as the Shins is causing my bias. You all bring up great points. Everything is context. My colleague is writing a blog on this very topic. If you produce a horrible ad, know it’s horrible and attempt to slap a song on it to band-aid your problem, then most people will see right through it. But that doesn’t necessarily mean that it won’t be effective (the point Laura made), especially if it is a song that strikes a chord with the viewing / listening audience. Your point, however, seems to be about the art itself. The creative process? This sounds more like a chicken vs. egg scenario. Inspiration comes in many forms whether you have an ad that a song complements or a song that stimulates an idea for an ad. Also, on this note... another colleague of mine forwarded this link to me this morning. Check it out
http://www.retailwire.com/Email...
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Kevin, I completely agree. I had posted to a different blog exemplifying your point. Mymy mom heard an old Kinks song on a commercial but all she wanted to do was figure out what song it was--and it was harder to do because she had no clue what brand the commercial was for.
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Wednesday, February 2, 2005. 08:32AM
by
Kim S
Chris, I totally believe music can complement the art. I also agree with your views about it being a crutch. Music must be used judiciously and should visually include the artist (Ala Target Ads, Gap Ads and Ipod ads). Including artists gives the spots the proper endorsement that you need to create value for the brand. The musician and their music should be part of the art.
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Wow, its so awesome to see everyones opinions on this topic. However as I re-read my blog and others, I realize I didn't dwell deep enough into the question I was really looking for. As I continue, youre more than welcome to stop reading if this gets too "dreamery." I view advertisements as art. As copywriters and art directors we are creating something new and fresh every time. Every new idea I see is like another big air bubble that keeps Sonic from drowning in Sonic the Hedgehog 2, level 3. But when we combine another piece of pure white virgin art (eg music) as a crutch for our art are we taking away advertisements artistic value? I'm glad Jessica Rosenthal mentioned Garden State because in my mind that movie was exactly like a crock of shit ad with good music intended to aid the trite, predictable script that brought nothing more than a classic cliche Hollywood ending at the airport. Please dont get me wrong, I am a believer of music in ads, but it needs to co-exist with another form of groundbreaking art. Good art can live with good art, but when we use good art to help bad art, arent we doing ourselves, as creatives, a disservice
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The theory behind the Led Zeppelin (and other old music) is that you should use music that was popular when your target audience was 18-24. So, the people who were 18 or 20 when Zepplin was first popular (IV came out in 71) would be in their early fifties now. Which is probably just the market Cadillac wants: prime earning years.
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Tuesday, February 1, 2005. 05:54PM
by
x x
Hey, I was just going to post http://www.songsync.com/ and even invited Paula Gould to post on this topic because it's up her alley...and I see she beat me too it. AH is WAY relevant.
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I love it when a commercial has a great song playing because at least I'm entertained in some way. I usually never remember the brand just the sensation of la la la la la la la and the beat goes on.
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Tuesday, February 1, 2005. 03:48PM
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Kim S
Like I always say (at least in some other posts) music typically makes spots more memorable - however Kevin has good points about the tie in with the brand. If you think about it - the music works best when the musician is part of the ad...
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Brilliant!! I'm thrilled to see this topic and have tons to say about it. We are currently building a blog site specifically to discuss such matters. It will be up and running next week. Do stop in. www.thatsyncs.com
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Jess, I totally agree that music adds value to most everything. I doubt there are many (if any) here that feel otherwise. My point is simply that the point of a commercial for branding purposes. If you don't remember who the ad was for, the ad, though humorous, entertaining, interesting, cool, etc. was pointless. VW did the Pink Moon commercial, and it also did "Da Da Da" (the guys driving around who pick up stinky couch and drop it off later). Did you know that was VW? I'm saying that it seems there are many commercials that follow the song, and not commercials in which the songs compliment the branding experience.
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I find music adds value to most everything—even movies. I loved Garden State, but I equate my favorite scenes from it with a soundtrack that gets inside of you. Now, commercials don’t have that same effect on me personally (yet) but I think it’s obvious that a well-matched song/brand can only benefit the ad and its potential for recall. I am disappointed, however, that Best Buy used The Cars’ “Just What I Needed”-- but not because it won’t do a good job for them (I think it will), I just love that song and really hate to now picture the cashiers from the commercial when I see it.
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Record labels will issue entire 4 CD box sets of "songs for you to consider in your next ad" [I know. I've "borrowed" several from previous employers] ALso interesting to note is the reverse cult following - iTunes iMixes are now being created entirely around Music Used in Gap Ads, Music used in Apple Ads...etc.
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The Sting/Jaguar one worked well. Instead of showing your target in an ad, which is a no-no they at least showed someone the target relates to. Music is a crutch when the ad is devoid of concept. I love the Volkswagon ones with Mr. Roboto. That was just such a random, hilarious song to use in the spot.
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Tuesday, February 1, 2005. 01:54PM
by
x x
True but there are some big-time exceptions. Sting and Jaguar was an AWESOME ad...and that built a cult following. I don't think there's any question that songs often work, and other advertisers are going after that with varying degrees of success. Then there are the ones that just are natural fits: U2/Vertigo and iPod, because the product being advertised IS for music, unlike a Peter Frampton song about grape jelly (in case that's planned).
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People seem to LOVE putting music into ads. So much so that it's a cookie cutter concept now. If you're going to marry a song to an ad, make sure they're a great fit. I think the Pink Moon spot was great, but Pink Moon's this great song that not many people know, and it something that can easily be married to any brand. It could as easily have been any Nick Drake song, or even Martin Sexton, or even older Sarah McLachlan for that matter. I'd be surprised to find many companies don't have a list of songs they put aside because "it would be great in a commercial." And how is that starting with the product first again?
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