How To (And How Not To) Use Music In Ads
Bruce and I were talking the other day about great songs in commericals, and he sent me a link to this new Nike spot that uses the song “Ali In The Jungle” by the British band “The Hours”.
Human Chain from NikeSportswear on Vimeo.
This is a beautiful spot to begin with, but the song is what pushes it over the top to become a truly great ad. The song gives the spot a level of emotion and meaning, with the line “Everybody gets knocked down, how quick are you going to get up?” repeated throughout. It’s as if the song was written for this campaign…but it wasn’t. That means someone brilliantly chose this song to help bring the message of the ad to life(or they got lucky and just stumbled upon the song and had a “Eureka!” moment. Either way, it’s a great example of how music and image can combine successfully to stimulate an emotional response to the product/service being advertised. (Note: Bruce has a great white paper on the use of emotion to change behavior, available to download here.)
If the Nike “Human Chain” spot is an example of how to effectively use music in advertising, then the Radio Shack(oops, I’m sorry, “The Shack”) “Chemist” spot is an example of when music and message just don’t seem to work, and the ad ends up failing.
Seriously. Oingo Boingo’s “Weird Science”? And what’s with the cheap, Monty Python-esque animation? And what was it you were actually advertising? Oh, the fact that you sell phones…and that you…wait for it…have it down to a science! LOL! Like so many ads, by trying to be clever, they end up totally confusing me, and I most likely won’t remember what it was they were trying to sell…which is kind of the point of advertising…isn’t it? Compare it to the Nike ad, where the song and the visuals tell you right away what it’s about, and they keep you engaged right to the end. Maybe “The Shack” (speaking of terrible rebranding) should’ve tracked down Kelly LeBrock…or at least Anthony Michael Hall to do an endorsement.
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cell phones and 8 year olds
May 14, 2012 - 5:15 pm
Tags: a generation of concerned citizens, a global education kids initiative, a net education platform, actions today make who i am tomorrow, affecting people’s conflict behavior, aligning generational attitude and technology and consumer trends, augmented reality, augmented storytelling, books, broadcast, building character, business, Business Thoughts, cannot imagine, cell phones, cellphones and kids, cellular industry and reading, change begins in the head, change takes remarkable effort, changed behavior, character, childhood mediated by technology, children and critical thinking, children out of school, children owning cellphones, children’s education, communication, community individualism, conflict and people, content dissemination trends, content odd man out is books, conversations, creating innovation attitude in children, creating the next generation of thinkers, creating the next generation of thinkers using the web, curiosity is the enemy of ignorance, death of paper, death of paper part 3, decision making, developing cross cultural skills, developing minds of next generation of thinkers, developing social and emotional competencies, e books, educating using the net, education to enlighten, effective teaching globally, encouraging curiosity, encouraging understanding of choices, enlightened conflict, enlightened learning, enlightened teaching, enlightened technology, facebook, freedom of choice, Gen X, Gen Y, generation after millennials, generational ideation, generations, global, global collaboration, Global generation, global generation sociological platform, global respect, Google, Harvard, ignorance, ignorance is the enemy, interpreting morality, jared leto, jared leto free your mind, kindle, knowledge, leadership, learning, lessons, libraries, life, life lessons, literature, little access to cyberspace, love will not change the world, marketing, mass mingling impact on Global Generation, measuring exclusion from primary education, measuring generational attitudes, measuring generational behavior, measuring global education, media, meeting the challenges of concentration, millenials, mobile technology impacting education, net enabled education, paper books, paper disintegrates, paper to digital, parenting, peace on facebook, pop up schools, predictions, print, project global generation, redefining children’s education with a global initiative, research, respect, respect for individual choice, responsibility, short term concentration capabilities, social media, social technology, strategy, strength of character to make change, strength of values, Stuff I Like, teaching kids globally, technology and parenting, technology innovation, that i will be tomorrow, the death of libraries, the economist e-communication and society, the growth of the independent library, this i am today, trends, truth, Twitter, twitter triumph of humanity, UNESCO children out of school, using cell technology for education, web based global education, who reads books
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“Adults — digital natives or not — can’t imagine what a childhood mediated by mobile, social technology that didn’t exist 10 years ago is actually like.” – Senior editor The Atlantic magazine I admit. Technology has created a significant new challenge to parenting. I struggle to think of anything since the printing press that would [...]
augmented reality
May 14, 2012 - 5:15 pm
Tags: a generation of concerned citizens, a global education kids initiative, a net education platform, actions today make who i am tomorrow, affecting people’s conflict behavior, aligning generational attitude and technology and consumer trends, augmented reality, augmented storytelling, blurring the lines in a story, books, broadcast, building character, business, Business Thoughts, cannot imagine, cell phones, cellphones and kids, cellular industry and reading, change begins in the head, change takes remarkable effort, changed behavior, character, childhood mediated by technology, children and critical thinking, children out of school, children owning cellphones, children’s education, communication, community individualism, conflict and people, content dissemination trends, content odd man out is books, conversations, creating innovation attitude in children, creating the next generation of thinkers, creating the next generation of thinkers using the web, curiosity is the enemy of ignorance, death of paper, death of paper part 3, decision making, developing cross cultural skills, developing minds of next generation of thinkers, developing social and emotional competencies, e books, educating using the net, education to enlighten, effective teaching globally, encouraging curiosity, encouraging understanding of choices, enlightened conflict, enlightened learning, enlightened teaching, enlightened technology, facebook, freedom of choice, Gen X, Gen Y, generation after millennials, generational ideation, generations, global, global collaboration, Global generation, global generation sociological platform, global respect, Google, Harvard, ignorance, ignorance is the enemy, interpreting morality, jared leto, jared leto free your mind, kindle, knowledge, leadership, learning, lessons, libraries, life, life lessons, literature, little access to cyberspace, love will not change the world, marketing, mass mingling impact on Global Generation, measuring exclusion from primary education, measuring generational attitudes, measuring generational behavior, measuring global education, media, meeting the challenges of concentration, millenials, mobile technology impacting education, net enabled education, new technology, paper books, paper disintegrates, paper to digital, parenting, peace on facebook, pop up schools, predictions, print, project global generation, redefining children’s education with a global initiative, research, respect, respect for individual choice, responsibility, short term concentration capabilities, social media, social technology, strategy, strength of character to make change, strength of values, Stuff I Like, teaching kids globally, technology and parenting, technology innovation, that i will be tomorrow, the death of libraries, the economist e-communication and society, the growth of the independent library, this i am today, trends, truth, Twitter, twitter triumph of humanity, UNESCO children out of school, using cell technology for education, web based global education, who reads books
Posted in Business Thoughts, Stuff I Like | No comments
Augmented reality is … well … a reality. Augmented Reality: engineers are pulling graphics out of your television screen or computer display and integrating them into real-world environments. This new technology, called augmented reality, blurs the line between what’s real and what’s computer-generated by enhancing what we see, hear, feel and smell. On the spectrum [...]
ordinary extraordinary sports fans
May 13, 2012 - 4:22 pm
Tags: advertising, avoiding the trite, believe espn tv, best espn commercials, branding, brilliant in simplicity, business, Business Thoughts, easy creative work, enlightened advertising, espn commercials, espn ordinary michael jordan, life, marketing, not just for sports fans, ordinary dealing with extraordinary expectations, ordinary guy, ordinary person with famous name, relevant to many not just few, smart advertising, Stuff I Like
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Ok. Creating good espn television commercials is sort of an easy task in the scheme of things <in the world of creating good advertising>. It’s not like having to explain how my detergent is somehow better then another detergent <that is 25cents less and claims to do the same thing>. Anyway. As long as you [...]
comment of the day: elections and governing
May 10, 2012 - 10:11 am
Tags: actions today make who i am tomorrow, america repairing it’s faults, America’s character, behavior in new economic world, better than every other country, buy as soon as possible, cannot function because always fighting for job, capitalism and morals, capitalism communism, change begins in the head, change forces prioritizing, change takes remarkable effort, changed behavior, changing objectives to make change, character, clarity of ideological thinking, communism, communism embracing capitalism, consumers are complicated, country geography, country mortality, decision making, democracy in america, democratic uprisings, depression versus recession, do elections ever end, economic inequality, economy, effect of recession, elections, enlightened conflict, enlightened reading, enlightening reading, excellence in brevity, generations changing behavior, geopolitical wars, give consumers a choice, global economic superiority, global unrest, government, government imbalance, great manifestos, have and have nots, haves, haves versus have-nots, history, ideological thinking, ignorance, impact of recession, it is tough but how tough, job insecurity, job responsibility, keenly aware of america’s flaws, learning, letting go is difficult, letting go is not simple, life, life lessons, Lost Ground, making shit is good, marketing, marx and engel and founding fathers, middle east, middle east is complex, moral fiber, no easy steps in middle east, nothing lasts forever, optomism versus pessimism, optomistically cynical, perspective, Pew Research, pluralism, poverty, proud patriots, quotes, recession, recession affecting shopping behavior, redistribution of power, redrawing boundaries, relationships, resiliency, respect, responsibility, rethinking elections, seeking new experiences, self determination, social imbalance, social revolutions, social unrest, social upheavals, socialism, spending money as soon as we have it, story of two americas, strength of character to make change, Stuff I Like, switching but not satisfied, that i will be tomorrow, the constitution, the decline of europe, the economist, the have nots, the haves, the story of a fragmented america, the story of fragmented middle east, this i am today, time magazine, tocqueville, today’s economy, truth, uncertainty of nations, understanding the middle east, unreasonable solutions, well written documents, words
Posted in Rants and Observations | No comments
I saw this comment in The Guardian: The French elections lasted for what? A month and a half, now they have a new President. Our elections begin 2 years in advance and don’t end until super tuesday which sounds like a sporting event. Our leaders cannot function because they are always fighting for their jobs [...]
life formulas
May 9, 2012 - 10:50 am
Tags: a full life, a human defect or a flaw, a severe shortcoming, accountable decision making, actions today make who i am tomorrow, aligning perceptions and behavior creates satisfaction, alignment, analysis paralysis, analyzing actual behavior, anything that can go wrong will, architects of fate, astonish people, at some point you are accountable, attacking doubt, attaining levles of good, attitudes and behavior, averting chaos, avoid the gray, be who you are, behavior management business, being accountable, being distinct, being honest to yourself, being soft in business, believe, bell curve, big mistake big succcesses, big mistakes, black or white, boundlessness of friendship, brand, branding, breaking life decisions down, breeds an aspect of complacency, bull in a china shop living, business, business is messy, Business Thoughts, can someone really give 110%, capacity of the human mind, change begins in the head, change forces prioritizing, change is easier if you simplify, 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forever nap, deceiving others, deceiving yourself, decision making, decision making under uncertainty, decision utility, defining happiness in moments, depth of character to face everyday life, designing perfect systems, desire everything at the same time, destroying the personal baggage you carry, differentiation, difficult to discern good guys from bad guys, difficult to manage expectations, disappointment created by expectations, disappointment in yourself, discerning the difference between attitude and behavior, discipline but freedom, disciplined chaos, discovery is messy, do not go gentle, do not go quietly, do whatever you need to do, doing the right thing, doing the right thing is hard, don’t worry about people stealing an idea, doubt, doubt resides between certainty and uncertainty, doubt something, doubt something once unquestionable, doubts of words, dreaming is not just for kids, easier to quit, ee cummings, effective communication, embellishment, embracing failure, 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Life is not as simple as it seems. Or maybe it isn’t as complicated as it seems. Shit. Maybe its both … at exactly the same time. I cannot remember where I found all these awesome “life formulas” but I love the way they take complex life things and simplify them into basic equations (note: [...]
no secret to life
May 7, 2012 - 4:03 pm
Tags: 37 seconds well used is a lifetime, a full life, actions today make who i am tomorrow, America’s character, architects of fate, astonish people, be who you are, being a collector, being soft in business, career, change begins in the head, change forces prioritizing, change takes remarkable effort, changed behavior, changing objectives to make change, character, choice, choices, choices leading to full life, choices we make or do not make, collect stories, communication, creation means destroying something, decision making, destroying the personal baggage you carry, doing the right thing, doing the right thing is hard, enlightened conflict, enlightened listening, every one is an architect of life, every one plays a role in fate, everyone has a story, everyone has had some life changing event, everyone has some experience of note, fear, fear of choices, gain some new identity aspects, gain something more than words, getting a new start means destroying some old things, good people, hard choices, hard decisions, hesitate to tell, hope, identifying who you are, if i only had time, ignorance, ignore people, in those moments, inaction, intentions, interesting stories, just this once, knowing what is right is not enough, lacking hope, leadership, learn someone’s character, learning, lessons, letting go is difficult, letting go is not simple, lies, life, life changing event, life lessons, listen more, listening, making changes personally, making choices, making the hard choice, managing perceptions, marketing, moments, moral fiber, motivated by a desire to achieve, ordinary people don’t think they are remarkable, our minds create, overcoming ignorance, people have a story, personal creative destruction, personal perspective, purpose to learn, quotations, quotes, relationships, resiliency, resiliency and character, respect, responsibility, right is right, secrets to collect, see your own reality, self truth, slippery slope, slippery slope of despair, smallest actions contribute, so you can be better, soft choices, some experience worthy of note, stories, stories we will never tell, stories you want to hear, story they never want to tell, strategy, strength of character to make change, Stuff I Like, teaching, that i will be tomorrow, there is no formula for good choices, this i am today, time, time and choices, trust, truth, trying to preserve will lead to stagnation, unlocking the story, wacky wisdom, waiting or living, we all have stories, we should all listen a little more, what you do with your time, when people do not listen, words, you have to work to get these stories, you may gain something
Posted in Favorite Quotes | No comments
“There are no secrets in life just truths that lie beneath the surface” – Dexter I love this quote. To me it seems to put a highlight on the inner struggle we seem to have with trying to make life so‘mysterious’ (or some invisible hand) and a lack of desire to control, or assume responsibility [...]
marley and me
May 6, 2012 - 9:42 am
Tags: addictive songs, bob marley, bob marley's son, contemporary reggae, damien marley, evolution of reggae, fun music, fun music to listen to, good music, marley affairs of the heart, music, raggae music, reggae hip hop, Stuff I Like, tough love reggae, welcome to Jamrock
Posted in Music | No comments
Well. This is about Damien Marley but … to begin with … I am not sure I know one person who doesn’t like Bob Marley’s greatest hits cd. You may not like to listen to reggae day in and day out but taking time for an hour of the ‘best of the best’? … once [...]
more garbage
May 6, 2012 - 9:41 am
Tags: #1 crush garbage, 90's band comeback, addictive songs, billy bush garbage, blood for poppies garbage, dark grinding music, dark industrial music, dark overtones with heavier instrumentation, garbage at the chameleon club, Garbage music, great band, great female lead singer, grinding industrial sound, industrial version of depeche mode, life lessons, music, new album from garbage, not Katy Perry, not loud but bruising, not your kind of people garbage, old indie band, popular band becomes invisible, recorded in a basement, red feathers and black tar, respect, shirley manson, sounds like nobody else, struggle with fame, Stuff I Like, that i will be tomorrow, the band garbage, truly unique sound, welcome back garbage, years of pent up music
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“… sounding like nobody else. red feathers and black tar.” – Shirley Manson This is about the band Garbage. I saw Garbage play at a small place called The Chameleon Club in the early 90’s. They were frickin’ awesome. Shirley Manson is as good live as she is on a cd and the band can [...]
advertising beer
May 4, 2012 - 3:48 pm
Tags: advertising, agency, alex from strohs, bad beer advertising, beer fetching dogs, bland advertising, bland beer advertising, blandly innocuous, brand, brand personality, branding, bulls refuse to fight him, business, Business Thoughts, campaign, character, charm, charm in advertising, cinco de mayo beer ads, communication, dos equis, good thoughtful marketing, great ad writing, his pinatas fight back, I don't drink beer all the time, immature humor, learning, lessons, marketing, messaging, most interesting man in the world, rant on beer advertising, silly advertising, stay thirsty, stay thirsty my friends, strategy, Stuff I Like, taught a german shepard to bark in spanish, truth, when I do I drink dos equis, words
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“his piñatas fight back.” – the most interesting man in the world Cinco de Mayo brings out the beer advertising and my annual rant about beer advertising. And how bland it is … not bad … just bland. Bland. I continue to think once a year all the beer company marketing people sit around a [...]
“I’m fine”
May 3, 2012 - 11:02 am
Tags: a full life, accountable decision making, actions today make who i am tomorrow, analysis paralysis, architects of fate, astonish people, at some point you are accountable, be who you are, being accountable, being soft in business, breaking life decisions down, bull in a china shop living, can someone really give 110%, capacity of the human mind, change begins in the head, change forces prioritizing, change is easier if you simplify, change takes remarkable effort, changed behavior, changing objectives to make change, character, choice between alternatives, choice by numbers, choice cannot be made with statistics alone, choices, choices leading to full life, choices we make or do not make, communication, complex simplified, cowardly decision making, creation means destroying something, cynicism, dealing with extenuating experiences, death is a forever nap, deceiving others, deceiving yourself, decision making, decision making under uncertainty, decision utility, defining happiness in moments, difficult to manage expectations, disappointment created by expectations, do not go gentle, do not go quietly, doing the right thing, doing the right thing is hard, doubt, doubts of words, enlightened conflict, every minute is another chance, every moment counts, every one is an architect of life, fear of choices, few words, finding the right words to say, generations changing behavior, getting a new start means destroying some old things, good people, guilt and obligation, happiness, hard choices, hard decisions, heightening value in life choices, hiding behind statistics, hope, i am fine, i am fine is the biggest lie, i like numbers, I think opinions, identifying who you are, inability to manage expectations, inaction, increasingly popular words, informing a decision, intentions, isolating variables using statistics, judgement, judgment is not easy, juggling versus balancing, just this once, knowing what is right is not enough, kodak, lack of responsibility, lacking hope, lazy decision making, leadership, learning, lessons, letting go is difficult, letting go is not simple, lies, life, life formulas, life gives you a bazillion second chances, life is a string of minutes, life is complex, life is not a mission, life is not a straight line, life is not as simple as it seems, life is often not lived best gently, life lessons, life not defined by meeting objectives, life thoughts, life's white lies, listening, live life to the fullest, logical decision making, lying to your friends, lying to yourself, making changes personally, making choices, making the hard choice, managing perceptions, marketing, maybe life is not that complicated, measurement of failure, measuring life, messaging, moments are like a balance sheet, moments of passion, moral fiber, motivated by a desire to achieve, no substitute for judgment, not a quantity of words person, not meeting an objective is not failure, numbers are facts, numbers are facts nonsense, numbers show possibilities, numbers will confess anything, obligation to do, obligation to do the right thing, ongoing search for the right words, ordinary people don’t think they are remarkable, personal creative destruction, personal thoughts, perspective can help with the complex, prioritizing actions, providing perspective, quotations, quotes, relationships, resiliency, resiliency and character, respect, responsibility, right is right, right words, say it is happening when it isn’t, say that something is happening when it is, saying it is fine when it is not, see your own reality, self doubt, self truth, simplicity in life, simplifying to make choices easier, slippery slope of despair, slippery slope of I am not fine, smallest actions contribute, soft choices, speaking, statistics cannot make the decision for you, statistics getting in the way of a good decision, straight lines, straight lines are rare in life, strategy, strength of character to make change, Stuff I Like, swallowing nonsense, talking, that i will be tomorrow, the answers are within you, the most powerful weapon in life is not a mission, there is no formula for good choices, this i am today, torturing numbers, trust, truth, truth and expectations, truth is what really happened, what I know opinions, what is the place of words, words, words that become deeds, words worse than nothing unless they do something, you cannot dwell on every moment that slipped by
Posted in Rants and Observations | 1 comment
“I’m fine.” How many times have we heard those two words? How many times have we accepted the response and moved on? Oh. And how many times should we not have moved on? So. I have had this post in my draft folder since mid March. It just didnt seem done enough to post. Like [...]
February 19, 2010 - 5:15 pm
That Nike ad is cool….I did get a little motion sick though (hehe).
February 19, 2010 - 6:56 pm
i do love the Nike music to visuals. comparable to Jet “are you gonna be my girl” and i-pod.
and while i agree Radio Shack needs to spruce up their image i thought their choice of production style and music was horrible (it won’t make anyone think of Radio Shack differently … or certainly not good). and while i don’t get the whole “science” thing if they were going to use an old song why not “she blinded me with science” but what would have kicked ass (on the science theme) would have been They Might be Giants “the sun is a mass of incandescent gas.”