There are lots of things that can make or break a television spot, and music is one of those things. It can set tone, create emotion, take the audience to exactly where you want to take them. And that’s what brands should do too: make people feel something.
So it’s poll-taking time: What are the current best ad/song combos? What are the worst?
The Ask.com jingle is immediately disqualified for being so bad that I kind of like it. I keep that bottled in a very secret place, where I keep things like my admiration for Justin Timberlake.
Levis – Go Forth campaign
Discovery Chanel – The World is Just Awesome
Justin Timberlake? There is something wrong with you.
I’m bringing sexy back.
I must admit I’m with Niki and think the Discovery Channel One is great. The Prius jingle is interesting. I’ve made up my mind if I like it or not.
The Geico spots with the remake of that Rockwell song always make me dance. It’s a love-hate thing. I love to hate loving that a Geico commercial could make me dance.
Current best
Cadillac – 1901 by Phoenix
Panasonic – We are the People by Empire of the Sun
and I also think UPS’s usage of the Postal Service’s “Such Great Heights” is played out. Perhaps that will change with their new agency switch.
For me, this Geico spot is the best thing they’ve done: http://www.youtube.com/watch?v=H02iwWCrXew
I love the irony of UPS using a song by The Postal Service. That’s kind of a nice dig. Andy Azula needs a haircut, by the way.
Other likes:
Travelers (Ray LaMontagne): http://www.youtube.com/watch?v=5G7bGBUlx2M
AT&T (Amos Lees): http://www.youtube.com/watch?v=HoxpudVMLcs
Best:
The Sea and Cake for Citibank
Coconut Records in Dentyne Ice
Discovery Channel
Anything with an iPod in it
Worst:
“I Like Square Butts” for Burger King
Another good one was the Bacardi spot that used “Daylight” by Matt & Kim
Reese’s Peanutbutter Cups/Plone’s Plaything
On the flip side, any brand that uses Etta’s At Last to hawk a product immediately goes on my blacklist. And I don’t care who’s singing it.
Super Freak for Visa Debit and Morgan Freeman narrating.
What’s not to love?
Lincoln MKT, Under The Milky Way!
I love the people singing “bom bom bom bom!” at the end of the Intel commercials.
They used to use some electronic beeping, but using the human voices adds a real warmth to the brand. I think it is genius.
No question the Jabhi Khushi Tabhi Tennent’s beer ad. It is a whole Bollywood film in one ad!!
http://www.youtube.com/watch?v=sB1Kf4Rp6ms
also love the Fantanas from the Fanta commercial
http://www.youtube.com/watch?v=J_EsCAGDpxU
K-fed’s Nationwide commercial (and not only because I worked on it! POPOZAO!)
http://www.youtube.com/watch?v=ZDJs2F1nesY
correction from above, its Vizio that uses the Empire of the Sun song, not Panasonic.
And the HTC phone w/ Google tv ad that uses the Nina Simone sample from “Sinna Man” in a house interpolation is one I like right now.
Verizon Wireless’s use of the King’s “Blue Christmas” because, hey, it’s the King.