Is it just me or does the audio from a typical TV commercial pod sound more like what’s on my iPod? Armed recently with an old school pad of paper and pen, I was able to jot down – from memory – 10 current TV spots that rely heavily on a famous tune, but hardly at all on the spoken word.
I’ll need another 10 or 12 years before I can separate the sound of Led Zeppelin’s “Rock and Roll” from my mind’s eye image of a Cadillac kicking up desert dust. But that’s the point. You may not ordinarily think of Cadillac on any given day, but now, if you hear “Rock and Roll” on the local classic rock station during the drive home, I’ll bet you a cheese danish that an image of an Escalade pops into your head. That connection can be so strong that Zeppelin’s “Rock and Roll” isn’t just “Rock and Roll” anymore–it’s “that Cadillac song.”
More proof. What products do you think of when you think of these songs? “Like A Rock” by Bob Seger; “I’m Free” by the Rolling Stones; “Don’t You Want Me” by Human League. All of these tunes have a positive connection with Chevy Trucks, Chase Visa, and those chunky Chips Ahoy, respectively. Some companies have even elected to use lesser-known music to form an almost mutually exclusive relationship between the piece and the product. Most folks wouldn’t know Aaron Copeland’s “Rodeo: Hoe-Down” by name, but when it’s set to the sweeping images of families enjoying hunks of meat and paired with the tagline “Beef: It’s What’s for Dinner!” it becomes instantly recognizable.
Tapping into the powerful alignment of music and a famous spokesperson, American Express rolled several slices of sounds into one commerical. During the famous “Ellen’s Dance” spot, dog-dealer Ellen DeGeneres dances her way through the day to such tunes as “Car Wash,” “Respect,” and “Gonna Make You Sweat (Everybody Dance Now).” Clever, American Express, clever – conveying energy by capitalizing on just seconds of famous songs.
Aligning your business with music, whether through advertisements or in your environment, affects how your customers and prospects perceive your company. Do it right, and you can achieve top-of-mind awareness every time “your” song hits the airwaves.
