Breaking Down the Messaging Behind Music in Ads

You’re going to want to tune into this blog! Music is a universal language everyone can understand. In a world where we’re bombarded with data and visual messaging, the art of communication can get lost in the shuffle, so I turn to my playlist and put it on shuffle. The new WWE walk-out song. Your iPhone ringtone. The little diddy your washing machine plays once the wash is done. It’s all over the place and it’s all about branding. So what is the relationship between music and advertising? 

Since the late 1920s, ad folks have incorporated music into radio – such as jingles – and television sound beds to promote literally everything. – One of the earliest examples was the first radio jingle for Wheaties in 1926! #TryWheaties Jingles and other musical elements can enrich a brand’s key messaging and have been cited as the single most stimulating part of a commercial. 

Think back to some of your favorite ads growing up. AAMCO. Double A (beep, beep) MCO. There’s a reason music and sound resonates with you — no matter how long ago you heard them. Scientists have found that we use the same parts of our brain to process music, memory, and emotion. According to one study, music is involved in forming both our short- and long-term memory. Different notes or styles of songs affect your perception of an ad and can enhance your memory when it drives the action in the ad. What can music do for your brand? 

1. Evoke emotion — One of the most successful examples of this is the ASCPA’s campaign featuring Sarah McLaughlan’s “Angel.” The music paired with those sad puppy dog (and kitty cat) eyes generated more than $30 million in donations — music to their ears, I’m sure.
2. Define your brand — Music can provide insight to how you describe your brand. Look at Chevrolet’s 1991 “Like a Rock” campaign, featuring music by Bob Seger. For 13 years, the song sold us the idea that Chevys are tough and rugged. 
3. Improve your storyline — With only 30 seconds to tell a story, brands can find it challenging. Extra Gum unwrapped a special love story that many resonated with to the tune of Haley Reinhart’s cover of “Can’t Help Falling in Love.” 
4. Be real — At the end of the day a brand is real. Back in the day, Madison+Main created some TV spots for Capital Ale House with ambient sounds and an original music track that summed up “raise the bar.” It’s a damn good ad. Check it out on YouTube!

Music in your branding can be music to your ears. #Sorry #HadToDoIt