MERRY MELODIES
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Advertisements stick with us thanks to catchy jingles
he appeal of a simple melody was A couple of old local jingles stand out in my singers chirping “Let’s go to DoubleDave’s, never more evident than in this recent memory for their exuberance. Like the longDoubleDave’s,” and a male vocalist so in need musical moment from my youngest gone department store Foley’s, and its hairof pizza that he’s almost growling the verses. daughter as she puttered around the living on-fire treatment of a Red Apple Sale: “Look The ad hasn’t changed in more than 30 room: what’s going on … AT FOLEEEEY’S!” It’s years, according to Chuck Thorp, president “Liberty, Liberty, Liberty. Liberty.” like the singer consumed poison, and the and CEO of the Austin-based company. It She has no concept of its source (Liberty antidote was sold exclusively at Foley’s. was written and produced by an Austin man Mutual) or its services (insurance). It’s just And the old restaurant Fajita Rita’s known as “the Jingle Meister,” Thorp says, catchy enough to stick portrayed an overstressed professional who was such a DoubleDave’s fan that he was in your head, and for an counting down to 5 o’clock for his chipspaid for his work in pizza. 8-year-old to belt out at and-guac fix: “I wanna throw this tie away! I Thorp acknowledges that “You either love random moments. wanna have some FU-UUN!” it or hate it.” The main point may be that you That’s the power of One of the more active industries in local remember it. the jingle. These radio jingles is, somewhat surprisingly, roofing “It’s gotta be catchy and it’s gotta stick,” or television earworms companies: Thorp says of good jingles. “Within a couple wiggle into your brain America’s Choice Roofing: “Where there’s a of months of us airing it in Bryan-College ROB CLARK and, with enough great roof in Texas, weeeee’re on it.” Station and Austin, people would walk in the rob.clark@ repetition, stay there Hilco Metal Building & Roofing Supply: theeagle.com door singing it. It was just crazy.” long after the ad ends. “Come on down and see. We got everything There have been attempts at updating the “Jingles are the key to a lot of long-term that your little project needs.” ad, Thorp says, including bebop and rock ’n’ advertising success,” says Ben Downs, vice Schulte Roofing: “The home of the bulletroll versions. All earned a thumbs-down from president and general manager of Bryan proof roof [bullet-ricochet sound].” the company’s franchisee panel. Broadcasting. “Music seems to live in a Lone-Star Roof Systems takes a different “I think the mindset is, why mess with different spot of your brain where recall is a approach, bluntly declaring in its ads, “No something that works?” Thorp says. lot easier. When you get somebody singing jingles, just roofs.” But there are plenty of businesses that have the Kars 4 Kids jingle, most people can sing “If the customer wants to pay for a jingle, done just that. Some, like McDonald’s, have along, even if it is annoying. ‘1-877-Kars 4 that is fine,” says owner Luke Bradicich. a knack for it and score hit after hit. From Kids …’ is enough to get them going.” “But when they call us they will be getting a “You deserve a break today” to “special-sauceIt’s interesting how long a jingle can stay quality roof.” lettuce-cheese” to the current “I’m lovin’ it / with us. If a young person were to inquire of Repetition can help cement a jingle Ba-duh-buh-buh-buh.” the ingredients of a Big Mac, countless adults in our brains, and so credit should go to Downs notes that some companies take a could come to the rescue by rattling off “twoDoubleDave’s Pizzaworks for its longpuzzling route: all-beef-patties-special-sauce-lettuce-cheeserunning local ad. When you hear that five“If you were a national company and you pickles-onions-on-a-sesame-seed-bun.” honk sound, you know what follows: chipper want your product to always be remembered, A quick start and a memorable why on earth would you ever change finish make a good combination. Take ‘My bologna has a first name …’ or O’Reilly’s Auto Parts, and its familiar ‘Give me a break, break me off a piece Here are lyrics from a few memorable jingles from the past several “O-O-O, O’Reillyyyy’s …” Now skip of that Kit Kat bar.” decades. Answers are listed at the bottom. to the finish line, when the ad ends A jingle even led to a moment of • “The taste is gonna move ya.” with a squealing “Ow!” Is the singer parenting clarity. A few weeks after my • “What walks downstairs, alone or in pairs ...” a huge James Brown fan, or sporting daughter’s “Liberty, Liberty, Liberty” • “Here’s to good friends. Tonight is kinda special.” a freshly stubbed toe? It makes no performance, she surprised me again. • “For the seafood lover in you.” sense. But any time it comes on in my This time it was something she must • “We’re gonna tempt your tummy with the taste of nuts and honey.” truck, we “Ow!” right along with it. have heard during my bad nightly • “Sometimes you feel like a nut. Sometimes you don’t.” Bathroom humor can also register, habit of flipping around cable news • “It doesn’t matter what comes, fresh goes better in life.” for better or worse. Whenever Pepto shows, which inevitably includes • “So kiss a little longer. Stay close a little longer.” Bismol’s ad airs – the one that commercials from an increasingly • “The San Francisco treat!” details unfortunate scenarios when political personality on one network: • “The touch, the feel. The fabric of our lives.” it is needed, including a dramatic “For the best night’s sleep in the emphasis on the worst of those whole wide world visit MyPillow. Answers: Juicy Fruit gum; Slinky toy; Lowenbrau beer; Red Lobster; scenarios – there are chuckles and com,” she sang as my eyes grew wide. Honey Nut Cheerios; Almond Joy and Mounds bars; Mentos; Big Red singalongs from the children in the Maybe I’ll turn the TV off for a gum; Rice-A-Roni; Cotton Incorporated. truck. Also the adults. while.
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