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MUSIC
Music is an amazing way to create an emotional response. You probably have a clear idea already of the kind of music that fits your own brand. Advertising has always use music, ever since radio and television commercials were first produced but often they wrote their own jingles. They used classical music too.
The idea But it all changed when the UK ad agency, Bartle Bogle Hegarty, made their Launderette commercial for Levi’s. We heard Marvin Gaye’s “Heard it Through the Grapevine” as Nick Kamen took off his jeans and sat in his perfect white underwear while his Levi’s went round and round in the washing machine. By the 90s you could watch the whole commercial break and only hear songs. There was no dialogue, only atmosphere and action. And the atmosphere was supplied by the music. If you are choosing a tune for your advertising, pick something that isn’t associated with another brand already. So many brands use The Gotan Project’s modern interpretation of Argentinean tango music that it’s become generic. Whereas if you hear Sugarbabes’ version of “Here come the girls” it makes you want to march straight into Boots the Chemist. Not all brands advertise, but in your shop, restaurant or while waiting for someone at the call centre to answer the phone, music
100 GREAT BRANDING IDEAS • 157
100 Great Branding Ideas 14dec.indd 157
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