Music. We all hold an undying connection with the media; whether it’s your break-up ‘disaster management’, going out getting ready anthem or most played track on Spotify.
But do we, as an industry, underestimate the value of sound?
It’s becoming apparent to me, more and more people are remembering and talking about ads because of their music. And isn’t that the whole point? Engaging with people’s emotion; prompting them to ‘share’. Personally I think some of the best ads out there today, wouldn’t be as strong without their soundtrack.
But of course, ideas should always topple design. It’s undoubtedly the #1 rule of our industry. Content then style.
Ironically though, average ideas with a well chosen track, often receive more ‘talk’ than genius conceptual ads. Although we as insiders may sit back and say "that’s crap", while outsiders react differently. More emotionally. Which is often a tool we cannot use; that instant impact an ad has. And I believe music plays a major part.
So here are some examples. Not the most creative ideas in the world, but somewhat bettered by their musical choice. (Which have all been talked about by ‘outsiders’, the people we make ads for, not us)
So selecting music for an ad, is just as import as any other decision you’ll make. Undervaluing your choice could be the difference between one of those everyday ‘meh’ adverts, and the groundbreaking glued to your mind ones.
Well, Callum just explained the whole Korean woman episode to me. It was so funny, I had to add my own view…so here’s what happened. Text in ” ” are Callum’s Words, and text in ( ) is my interpretation. Enjoy the story…
“Ill tell you everything" (Braise myself)
”Basically woke up to the sound of someone banging on the door. Got out of bed put on a dressing gown then went to answer the door" (Hoping it was a young police woman) ”Saw this Korean woman and she asked if she could ask 3 questions. I said go for it. So she went on asking religious questions, I wasn’t paying much attention. She then said can I come in and show you a quick presentation. I mis heard it and said yes" (Can I come in and give you a quick Masturbation?)
”So she walks in the house with me like WTF. Goes in the kitchen and talks about the bible and shit. And how there is a female god too" (She wants to be his god)
”Then she mumbled something and I said yeah, not paying attention. She picks up her phone and asks this guy to come over" (3 way).
”Me thinking wow, what have I just said yes to. She then shows me this weird DVD" (Korean Donkey Porn)
”So this guy comes in. Opens his briefcase" (His zipper)
”Tells me to kneel down and put my hands together. Like I am praying" (Get’s his cock out, puts it in his hands and tells him to praise the lord)
”He says a prayer. Makes me repeat it" (Demanding, Likes it his way)
”Gives me wine and bread" (Getting him drunk)
”and said. ‘You have now been baptised brother" (Inbred)