February 02, 2005
I feel fine
I’m talking about peace of mind
I’m going to take my time
I’m getting the good sign
--Tommy James
So what do y’all think about music in commercials? Does it make you a bit sad to hear a classic like “Tempted” in a Halls Fruit Breezers commercial? I’m torn on the topic. Being an ad girl myself, I used to dream up how I would use some of my favorite songs when I was up in New York working for a major agency, with major clients like Coke, Levi’s, etc. But we all know none of that happened. When I was in college we used a song by Crystal Method in our campaign for the Toyota Echo – I remember sitting around discussing how that would work in the real world – how licensing fees, etc. could devour your budget in a heartbeat. And the dangers of building a campaign around a song before you secure the rights to the song. Anyway, I threw out “Fly Away” by Lenny Kravitz as a possible song for the campaign and that got some buzz, and then our advisor said, “Wait, what about “Are You Gonna Go My Way” instead?” Anyway, we loved it, but, needless to say, we ended up with Crystal Method. I guess we had to be realistic.
I get happy when I see the car commercial with “Draggin’ the Line” in it. I LOVE that song and LOVE Tommy James and the Shondells. Interesting side note – Tommy was a mere 16 years young when he recorded the group’s first song “Hanky Panky.” Anyway, so I think there is definitely value in using popular songs in advertising. You take a risk, though, because what if your target hates, “U Can’t Touch This” by MC Hammer? Then you have dissociated that potential customer from your product (wait, what product was it again? I always flip).
I understand that this use of song in commercials equals some kind of tragedy for some purist. I’m sure hard core Squeeze fans are screaming at their TVs about the boys “selling out” when they see the Halls commercial. I can identify with that – it’s usually only really bothers me, though, when they bastardize a song. Like any commercial that Applebee’s has ever had – “I like steak and chicken, that’s why I like Applebee’s” to the tune of “Bread and Butter.” Or the worst infringement on a great song is the screwing up of The Turtles’ “So Happy Together.” I don’t blame them; I’d sure Applebee’s, too. (Wonder if The Turtles know Clinique is using it to sell Happy perfume… at least they are using the original version.)
I think music in commercials is necessary and sometimes effective, whether or not it pisses me off. I believe that it’s the artist’s choice – maybe the guys in Squeeze need some extra cash. Besides, we love it when we hear great music on television shows and in the movies, so why not in commercials?
I’m going to take my time
I’m getting the good sign
--Tommy James
So what do y’all think about music in commercials? Does it make you a bit sad to hear a classic like “Tempted” in a Halls Fruit Breezers commercial? I’m torn on the topic. Being an ad girl myself, I used to dream up how I would use some of my favorite songs when I was up in New York working for a major agency, with major clients like Coke, Levi’s, etc. But we all know none of that happened. When I was in college we used a song by Crystal Method in our campaign for the Toyota Echo – I remember sitting around discussing how that would work in the real world – how licensing fees, etc. could devour your budget in a heartbeat. And the dangers of building a campaign around a song before you secure the rights to the song. Anyway, I threw out “Fly Away” by Lenny Kravitz as a possible song for the campaign and that got some buzz, and then our advisor said, “Wait, what about “Are You Gonna Go My Way” instead?” Anyway, we loved it, but, needless to say, we ended up with Crystal Method. I guess we had to be realistic.
I get happy when I see the car commercial with “Draggin’ the Line” in it. I LOVE that song and LOVE Tommy James and the Shondells. Interesting side note – Tommy was a mere 16 years young when he recorded the group’s first song “Hanky Panky.” Anyway, so I think there is definitely value in using popular songs in advertising. You take a risk, though, because what if your target hates, “U Can’t Touch This” by MC Hammer? Then you have dissociated that potential customer from your product (wait, what product was it again? I always flip).
I understand that this use of song in commercials equals some kind of tragedy for some purist. I’m sure hard core Squeeze fans are screaming at their TVs about the boys “selling out” when they see the Halls commercial. I can identify with that – it’s usually only really bothers me, though, when they bastardize a song. Like any commercial that Applebee’s has ever had – “I like steak and chicken, that’s why I like Applebee’s” to the tune of “Bread and Butter.” Or the worst infringement on a great song is the screwing up of The Turtles’ “So Happy Together.” I don’t blame them; I’d sure Applebee’s, too. (Wonder if The Turtles know Clinique is using it to sell Happy perfume… at least they are using the original version.)
I think music in commercials is necessary and sometimes effective, whether or not it pisses me off. I believe that it’s the artist’s choice – maybe the guys in Squeeze need some extra cash. Besides, we love it when we hear great music on television shows and in the movies, so why not in commercials?
Posted by Amy at 14:35:51 |
Grace wrote: