I recently posted on LinkedIn about Apple’s emotive AirPods Pro 2 “Heartstrings” ad. Besides the emotive storyline that focuses on the product feature, there are also those who hone in on the song that the girl plays (it’s a cover of Crosby, Stills, Nash & Young’s ‘Our House’). I’m probably one of the many people who take notice of the songs used in advertising. However, it would be wrong to extrapolate this to the wider audience – that people would care as much as we do. We, marketing professionals and researchers, are a weird bunch of people. We scrutinise ads to the -nth degree where the general audience would just shrug, “meh”, and move on.
When it is done correctly, the song and the ad would serve as the vehicle for the brand to be embedded in our mind (you can read the article here for more discussion on this). This is also related to the Associative Network Theory, a conceptual model describing how information and concepts are stored in memory and how they are linked together. The theory is based on the idea that concepts are stored as nodes in our memory, and when one node is activated, it activates similar nodes around it. However these links vary in strength. So, if I tell you that Norway is one of my favourite countries, then you would update your ‘Arry’ node with a link to your ‘Norway’ node in your mind. Now, if you have been Norway with your family, seen the Northern Lights there, or sailed through its majestic fjords, these would probably come to mind much more easily – rather than thinking of me. I can’t compete with those far stronger links. However, for those with no experience with Norway or very few associations with the country, when somebody brings up Norway, my name may come to mind. On the other hand, when you think of me, there may be other nodes which stronger links you would associate me with, other than the fact that I love Norway. The associations or links vary in strength, and coming back to the topic of songs in advertising, this needs to be considered when brands pick a song to highlight in their ads.
The interest in songs in advertising is related to my interest in soundtrack compositions and songs in movies. Thinking about Christopher Nolan’s Interstellar is also likely to bring Hans Zimmer’s breathtakingly beautiful composition. Or, if you have seen The English Patient, other than this film being Anthony Minghella’s masterpiece, you’ll also remember Gabriel Yared’s exquisite composition, as highlighted in this pivotal and heart-wrenching moment. So, when many years ago I saw an ad for Purina dog food in Australia with a song that captures the sentiment well, I’m keeping track of the ones that resonate with me (PS: The song is ‘Growing Up Beside You’ by Paolo Nutini).
So, for something light to wrap up 2024, I’ve listed a list of ads where the song is integral to the ad to make it memorable. Of course there are many more good and bad examples. These are all based on personal assessment on the ads that resonate with me. Before somebody protests that they are mostly poorly branded and that nobody would sit and watch an ad willingly for more than 15 seconds, yadda, yadda, yadda — I know. However, for some of them, hearing the song alone would evoke the ad and the brand for me. These are not in any particular order.
John Lewis – ‘Monty the Penguin’ (2014)
‘Monty the Penguin’ remains my favourite John Lewis’ Christmas ad. The song ‘Real Love’ by Tom Odell is a cover of John Lennon’s version. The song choice is perfect to the story in the ad – that whenever I hear Odell’s ‘Real Love’, I would remember this ad. On the other hand, the usage of The Verve’s ‘Sonnet’ in John Lewis’ 2024 Christmas ad is more problematic. The 2024 ad itself is better-branded and the context is far closer to the brand. However, as I have far more stronger links between the song to other nodes, hearing the song just refreshes my memory to the song and to the band, and far less to John Lewis.
Song: Real Love – Tom Odell
Saab (2007)
When I first saw the ad, I was struck by the poetry of the scenes and the song lyric. Unfortunately, the brand takes the backseat or even stashed somewhere in the boot. When I tried to find the link to the ad, I even wondered whether it was an ad for Volvo as I vaguely recalled that it was for a Swedish car brand. The ad is effective for the song and the band, for sure!
Song: Release Me – Oh Laura
Lloyds Bank – ‘Epic Journey’ (2019)
This ad for Lloyds Bank – a British bank – is beautifully cinematic. The bank has also been quite disciplined and constant in featuring their Distinctive Brand Assets – the black horse – in their ads. So, for those watching the ad in the UK, seeing the black horse would evoke the brand. The bonus is that for somebody who has not heard the song before, hearing the song would presumably also remind them of the ad and Lloyds Bank. The song by Aron Wright is such a perfect accompaniment to the visual storytelling!
Song: Look After You – Aron Wright
Budweiser – ‘Puppy Love’ (2014)
Following the popular 2013 Superbowl ad that features its Clydesdale horses, Budweiser continued on in its 2014 Superbowl ad. The reason I didn’t include the 2013 ad is because Fleetwood Mac’s Landslide is so iconic that remembering the song doesn’t bring Budweiser come to mind. It’s quite different to Passenger’s Let Her Go – hearing the song reminds me of the ad, although the link to the brand is far more complex for me. I would need to link the puppy to the Clydesdale horses, which then would link me to Budweiser. Apparently, the Clydesdale horses are considered to be one of Budweiser’s Distinctive Brand Assets – so perhaps the link is more straightforward for those in the US.
Song: Let Her Go – Passenger
Bouygues Telecom (2018)
This is such a fun Christmas ad by Bouygues Telecom in France, that whenever I hear Come on Get Your Love by Redbone, I would remember the ad and smile. Somehow the ad doesn’t get stale, either. I can watch this ad so many times and it would still bring me a smile. The context of the brand is also interwoven in the creative with perfect casting and acting. This one’s a keeper!
Song: Come On Get Your Love – Red Bone
Extra Gum (2015)
For my personal taste, this ad for Extra Gum in the US is perfect. It’s like watching a 2-minute short movie, featuring the two actors + Extra Gum. The product is interwoven in the plot, with the song also serving as the special and essential ingredient to the storyline. It’s a smart move to use an alternative or contemporary version of a well-known song in the ad – which creates some curiosity around the version. Although the song is also used in Crazy Rich Asian by another artist with a similar delivery, the song remains very closely associated with the Extra Gum ad for me. Compared to Extra Gum’s recent ads, this ad still wins, hands down.
Song: Can’t Help Falling in Love – Haley Reinhart
Presenting an ad with a beautiful creative that may also include a supporting song is like crafting a perfect dish. You want to hero the main ingredient by serving it with the perfect sauce and accompaniments. Whether you want to showcase a beautiful piece of Wagyu beef steak, some Kingfish ceviche, or a floret of broccoli, you wouldn’t want the sauce or other ingredients to outshine and overpower the main ingredient
For those who protest that the general audience will not watch an ad in its entirety for 90 seconds or more, of course you are correct. Not everybody would pay attention to an ad from beginning to the end just because of the song, the creative, or the plot line. Advertising also works when we don’t pay a close attention to an ad anyway. To ensure full focus on the brand, an ad can simply scream the brand name over and over again, or present it clinically like an Infomercial spot. However, using the analogy of a dish that I use above, nobody would enjoy a slab of cold meat or a bowl of silken tofu without any dash of creativity or cooking that still respects the ingredient and brings it to life.
You would want your audience to enjoy the dish – and remember how well each element complement the hero. Which in our case, it’s the brand. Always.