The union of music and advertising dates back to radio’s infancy. Now, the world’s biggest companies are infusing their commercials with songs from popular musicians as well as emerging artists, to brand their latest products and services.
But why? Studies dissecting music’s effect on consumers suggest that songs — more often than not — positively mold a viewer’s response to an advertisement. The right song choice can influence how long a person watches a commercial and sway them into buying what’s in the ad.
“Music creates a certain mood, feeling or association within consumers you want to reach,” says Jessica Page, marketing manager for Exfm, a music-discovery browser extension for Chrome. “It’s a key part of creating a bond between consumers and brands.”
Take Chrysler’s Super Bowl 2011 commercial, for example, says Kion Sanders, MTV‘s social media coordinator. The “Imported From Detroit” ad (see video five below) praises the Motor City, features Detroit native Eminem and uses the accompaniment from his “Lose Yourself” track. Sanders says Chrysler chose the right song for the right campaign. “The rapper is extremely passionate about his city and so is the brand — this is a win-win situation.”
“The intensity of the song mixed with a narration of Detroit’s history sent a goosebump-worthy and unforgettable message.”
Page says Eminem’s song set the tone for the commercial, which wanted to define Detroit as a city that makes luxury cars. “The intensity of the song mixed with a narration of Detroit’s history sent a goosebump-worthy and unforgettable message. … Everything about his personal story speaks to the city’s blue-collar history as does his music,” she says.
Here are 15 videos from this year that showcase what happens when music and advertising collide. Each video‘s caption lists the name of the song and artist.
What other commercials have memorable or popular music? Let us know in the comments.
Google Chrome
"Sort Of" by Ingrid Michaelson
Kia
"Party Rock Anthem" by LMFAO
Nokia N8 Pink
"Freedom" by Sugababes
AXE
"The Wash" by Brenda and The Tabulations
Chrysler
"Lose Yourself" by Eminem
Google Chrome
"Edge of Glory" by Lady Gaga
Converse
"I'm a Goner" by Matt and Kim featuring Soulja Boy and Andrew W.K.
GEICO
"Take on Me" by A-ha
Motorola Xoom
"Ponds" by by Biggi Hilmars
Tide
"Climbing Walls" by Strange Talk
Heineken
"The Golden Age" by The Asteroids Galaxy Tour
Trident Vitality
"Hello" by Martin Solveig and Dragonette
Volkswagen
"Black Betty"
Kmart
"Tightrope" by Janelle Monáe
Amazon Kindle
"Sweet Talk, Sweet Talk" by The New Pornographers
Image courtesy of Flickr, craigCloutier
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Posted on Tue, 06 Sep 2011 00:31:57 +0000 at http://feeds.mashable.com/~r/Mashable/~3/W7MhJEerVxc/
Comments: http://mashable.com/2011/09/05/music-advertising-commercials/#comments
But why? Studies dissecting music’s effect on consumers suggest that songs — more often than not — positively mold a viewer’s response to an advertisement. The right song choice can influence how long a person watches a commercial and sway them into buying what’s in the ad.
“Music creates a certain mood, feeling or association within consumers you want to reach,” says Jessica Page, marketing manager for Exfm, a music-discovery browser extension for Chrome. “It’s a key part of creating a bond between consumers and brands.”
Take Chrysler’s Super Bowl 2011 commercial, for example, says Kion Sanders, MTV‘s social media coordinator. The “Imported From Detroit” ad (see video five below) praises the Motor City, features Detroit native Eminem and uses the accompaniment from his “Lose Yourself” track. Sanders says Chrysler chose the right song for the right campaign. “The rapper is extremely passionate about his city and so is the brand — this is a win-win situation.”
“The intensity of the song mixed with a narration of Detroit’s history sent a goosebump-worthy and unforgettable message.”
Page says Eminem’s song set the tone for the commercial, which wanted to define Detroit as a city that makes luxury cars. “The intensity of the song mixed with a narration of Detroit’s history sent a goosebump-worthy and unforgettable message. … Everything about his personal story speaks to the city’s blue-collar history as does his music,” she says.
Here are 15 videos from this year that showcase what happens when music and advertising collide. Each video‘s caption lists the name of the song and artist.
What other commercials have memorable or popular music? Let us know in the comments.
Google Chrome
"Sort Of" by Ingrid Michaelson
Kia
"Party Rock Anthem" by LMFAO
Nokia N8 Pink
"Freedom" by Sugababes
AXE
"The Wash" by Brenda and The Tabulations
Chrysler
"Lose Yourself" by Eminem
Google Chrome
"Edge of Glory" by Lady Gaga
Converse
"I'm a Goner" by Matt and Kim featuring Soulja Boy and Andrew W.K.
GEICO
"Take on Me" by A-ha
Motorola Xoom
"Ponds" by by Biggi Hilmars
Tide
"Climbing Walls" by Strange Talk
Heineken
"The Golden Age" by The Asteroids Galaxy Tour
Trident Vitality
"Hello" by Martin Solveig and Dragonette
Volkswagen
"Black Betty"
Kmart
"Tightrope" by Janelle Monáe
Amazon Kindle
"Sweet Talk, Sweet Talk" by The New Pornographers
Image courtesy of Flickr, craigCloutier
More About: advertising, branding, business, consumers, MARKETING, viral videosFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Tue, 06 Sep 2011 00:31:57 +0000 at http://feeds.mashable.com/~r/Mashable/~3/W7MhJEerVxc/
Comments: http://mashable.com/2011/09/05/music-advertising-commercials/#comments
