Jingle? Jingle? We don't need no stinkin' jingle!

Does music affect your mood?  Does it affect what you buy and when you buy it?
 
I sure hope so, since billions of dollars, Euros, Pounds and Yen are spent each year trying to use music to get us to buy products.  But the face of music in media is changing.  I know what you're thinking--this guy is a geeeenius.  I mean it.

I've been guilty of creating and being part of some pretty bad (and good) jingles over the years, but those days are thankfully in my rear-view mirror, and I will not share any of the bad ones unless I'm on my fifth martini.  Then, all bets are off.

Gray's led the fad of using indy songs as music tracks in shows

It's not so much that you hear more rap than Pat Boone on a track, but fewer jingles are being produced and more indy music, complete with lyrics, is being used as tracks.  This is a movement that I became painfully aware of when Gray's Anatomy premiered nine years ago.  Indy music with lyrics being played under the dialogue, not necessarily as an intro.  I thought it was interesting then.  Now, I find it annoying.

More indy banmds, less pop stuff.  Where ten years ago, jingles were king, you have to search high and low for a traditional jingle where the name of the products is sung with a catch phrase.

Here are two of my favorites from 1971 (the iconic Coke jingle) and 1978 (Dr. Pepper). 

Good luck kicking this jingle out of your head.

Coca-Cola (I'd Like to Teach the World to Sing)
Be a Pepper

Now, we have the anti-jingle.  Old Spice is going out of the way to makes fun of those 70s and 80s jingles.  I do LOVE it because it takes the viewer by surprise and because they're the only ones doing it, we know the name of the product.  These spots run mostly in sports, so check it out:

Old Spice (Shower)


Now, thanks to my 18 year-old I know the names of a lot of indy bands as they appear in spots.

No matter where you turn, there's indy music (completer with vocals) marketing every spot.

Here are a few of The Promo Code's recommendations for the next spot you produce:

1.  Musically tap into what makes your product distinctive.  Take a look at two spots running in my home state of Oregon for a local health plan.  I'm not sure if I want to be part of it, but it makes me happy every time I hear and see it and I take notice.  You don't have to be into cycling or recycling to catch the spirit.
 
Cover Oregon (Matt Sheehy)
Cover Oregon (Laura Gibson)

2.  Stop putting your announce over lyrics. It's not that I'm old fashioned, but I don't think that the human ear can comprehend song lyrics with dialogue and an announce track at the same time.  Choose one.
Here's a spot for insurance that I like in concept, but the choice of an 80s chestnut is questionable, because the opening bars take me nowhere and the vocals in the back half of the spot are just distracting.  What do you think?

Liberty Mutual 
 

3.  Use music that takes me somewhere.  The only thing worse that generic copy that could be written for numerous clients, is music that settles behind the announce and does not make an emotional connection.  Here's a genius spot from Apple that combines killer copy, Richard Dreyfuss's great read and music that hits the bullseye:

Apple (Genius)

Is it really the most popular camera in the world?  I'm convinced.

4.  Put your music up front, loud and proud.  Make it part of your big idea from the start.  Make it thoughtful, clever and not an afterthought.  How about no announce at all?  Yes, please.

Apple iPhone 5

That's what I love...music that moves me, combined with visuals that mesmerize.  A jingle?  Perhaps.  But done with 2013 sensibility.  There's so much clutter out there on 200 networks.  Great music always cuts through.  Always.

Don't bury vocals behind your copy and don't use pop songs that don't speak specifically to your brand or its benefits. 

Just because you like a certain piece of music on your iPod right now, doesn't mean it will sell your product.  And that's what we're all about, isn't it?

If you want to listen music, do it on your next half-marathon.  Until then, make music a focal point of  your brand and let's move some product, OK?

What kind of music moves you on television these days?  I want to know who's doing the great work so we can put you in The Promo Code Hall of Fame. 

--Rich Brase
rich@richideas.net

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