Have you ever turned on the radio, maybe tuned into 105.5 Triple M in Madison, at just the right time as a favorite piece of music plays? Does it instantly bring to mind memories, thoughts, maybe of a person, or a place, perhaps even transporting you emotionally to a different time?
Music has that effect.
And that’s why music and sounds can be so instrumental in making a commercial work.
Because music hits all the rights chords. Remember the 1971 Coca-Cola ad that used the song by the New Seekers, ‘I’d Like To Teach The World To Sing’ ? Coca-Cola was one of the first that got it right.
David Lynch, one of my favorite directors, once said, “Sometimes sound even over plays the visual”.
The top three reasons to choose your music wisely:
The key takeaway here for creative insight: The right song or music bed in an ad can increase attention, enhance emotional response, influence intention to buy, and increase sales.
You can’t take those musical moments for granted. They are powerful moments in our lives and that’s what you want when you craft a message. You want to hit it as hard as possible and bring up as many emotions as possible… it’s the only way to get anything to stick in this crazy, over-crowded, noisy world.
“Then you really know what it’s like…” (Everlast)
There are certain songs for all of us that take us to a “moment”. Imagine if we tapped into that for each and every commercial? Building on those moments to create brand connection and … emotion?
You would have advertising gold every time.
It’s all about the moment. The moment that we lost. The moment that we loved. Or the moment that we shared.
Music: The Great Communicator.
Choose it wisely.
Because the effect on the human psyche is emotionally strong.
“This life is more than ordinary. Can I get 2 maybe even 3 of these. Comin from space. To teach you of the Pleiades. Can’t stop the spirits when they need you. This life is more than just a read through”. – “Can’t Stop” Red Hot Chili Peppers