The importance of music in advertising is beyond any question. The power that music or even better voice has on advertising is something that can make an advertising famous is something that can turn an Ad film into a discussion. I can recall many ads on the top of my head that became famous because of their music. However there are many cases were music was something that just came on the top of a big idea.
So at this point i think it would be quite good to distinguish the ads into categories.
The first category might include all those adverts that became famous because of their music and only that, in this case i think the brand might be in danger since people can recall the music but many times they miss the product. The second category will be the category in which we can find ad films that are based on a big idea and on top of that idea they have great sound (music & or Voice over) these ads tend o be the more successful ones, since they create quite a big buzz around the product. If you just visit youtube and search for an ad you will see many people leaving comments on the music and requesting to learn the music of a nice song.
So i think it is important for the creatives to keep developing ads in the basis of a big idea and don't rely on the sound of a very nice song which should only be an element which can shift the final outcome and eventually create a buzz in advertising. That's why in the future we might have Music Directors in Ad Agencies. I'm thinking of putting a list with some nice ad songs maybe the top 20 so if anyone has any ideas on that please comment.
Thanks
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3 comments:
music directors, great stuff. i have a list in my itunes called 'songs i will use in an ad someday' sorry but not up for sharing it like this ;)
music... hmm.. i'm writing a list of people i want to hang out with and meet asap.
(i'm talking about musicians, of course)
LOL
/o
Music is cetainly one of the most important factors in the recepie for a good commercial, yes the music can take the focus away from an ad but most importantly "bad" music can totally destroy it... some creatives simply leave the music until the last minute and use anything that suits them and not the advert..
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