The 10 Best ‘Music’ Ads of All Time?

"Music is a moral law. It gives soul to the universe, wings to the mind, flight to the imagination, and charm and gaiety to life and to everything." (Plato)

Music is a dominant feature in many of today’s TV ads. And with good reason too. Careful selection of appropriate music that matches the message can help brands connect on an emotional level with their audiences. Music has an intrusive value, meaning that while people don’t always actively listen to your ad, they can passively hear it. That said, a catchy tune can capture people’s attention a lot easier. And there is a better chance of the ad being remembered too. It’s not just a picture that paints a thousand words, music does it pretty well too.

And this is not just my opinion (or Plato's for that matter). Research company Millward Brown ran a test using two versions of a mobile phone network ad that were identical except for the choice of music. One used a well-known song, 'Teenage Kicks' by The Undertones, and the other used a song that had not been a hit called 'Annie'. The differences were clear: the 'Teenage Kicks' soundtrack positively benefited both rational and emotional responses. And, as a result, the positive reaction to this track helped generate a stronger response to the brand. It has been suggested that getting the music right can increase sales effectiveness by as much as 30% (The Power of Music, Admap, October 2013). 

So, this week I thought I’d share with you my shortlist (in no particular order) of the best ‘music’ ads of all time. Some are recent, others not so recent. And, when I say 'music' ads, I don’t mean ads that are selling music. I mean ads featuring music. You know what I mean...

1.      Cadburys ‘Gorilla’ ad featuring ‘In the Air Tonight’ 
(Phil Collins)

I would love to have been in the room the day this one was presented. "So, essentially the idea is we will not feature product in the ad at all, but we will feature an adult male gorilla playing the drums to Phil Collins' 'In the Air Tonight' - how does that sound?". This still goes down as one of the maddest ads of all time for me, but perhaps it was so successful because of it. There is obviously a whole lot more to talk about here, but music was a central feature.

2.      Evian ‘Roller Babies’ ad featuring ‘Rapper’s Delight’ (The Sugar Hill Gang)

Originally created as an online video, and shot in Prague, this production featuring the first big rap tune 'Rapper's Delight' (1979) made it to TV screens in 2009 and was a big hit with both young and old.

3.      Levis ‘Launderette’ ad featuring ‘I Heard it Through the Grapevine’ (Marvin Gaye)

I am a big fan of this classic from 1985, featuring Marvin Gaye's 'I Heard it Through the Grapevine'. I recently reviewed this ad, but it's worth repeating on its 30 year old anniversary. 


4.      Durex ad featuring ‘Let’s Get it On’ (Marvin Gaye)

Again featuring the king of soul himself, Durex ran this brilliant ad to the tune of 'Let's Get it On'. This one is sure to bring a smile to your face.

5.      Nike ‘Airport’ ad featuring ‘Mas Que Nada' (Tamba!)

To coincide with the World Cup in 1998, Nike produced this great ad, using probably the most iconic piece of latin samba ever written, 'Mas Que Nada'. Not cheap to produce I'm sure, but it certainly communicated the message that music and football is in the blood in Brazil and, when those boys want to dance or play (or both at the same time), they just do it.

6.      Nike ‘A Little Less Hurt’ ad featuring ‘Hurt’ (Johnny Cash)

This blog post is not sponsored by Nike (although I am open to offers). It just so happens that this one of theirs makes my shortlist too. An enthralling depiction of the physical and mental commitment made by athletes and the pain they put themselves through in order to achieve their goals. After the ad draws you in with emotional visuals, with Johnny Cash singing 'Hurt' in the background, the finishing message is 'Nike Air - A little less hurt'. Nice. The visuals get the attention. But it's the music that makes it memorable.

7.      Walls ‘Just One Cornetto’ ad featuring an edited version of ‘O Sole Mio’ (Luciano Pavarotti)

I bet Luciano Pavarotti wasn't very happy when Walls decided to adapt a tongue-in-cheek version of this classic opera number. I also bet the lads driving the gondolas in Venice are a little fed up hearing 'Just One Cornetto' from annoying tourists who think they're the first to ever do it (apart from the guy in the ad of course).

8.      Sony ‘Colour’ ad featuring ‘Thieving Magpie’ (Rossini)

Set in Glasgow, 70,000 litres of paint and 1,400 separate explosions were used, as this spectacularly choreographed production was built around Rossini's 'Thieving Magpie'. The visual message was all about colour. But it just wouldn't have been the same without the music, would it?

9.      Hamlet ‘Football’ ad featuring an excerpt from a jazz rendition of Bach's 'Air on the G String' (Played by Jacques Loussier and his trio)

Okay, so I know ads promoting cigars are not allowed anymore (and rightly so), but this one is worth looking at. The punchline is beautifully delivered while the trademark Hamlet tune plays. (Ouch. You'd need a Hamlet after that.)

10.  Guinness ‘Anticipation’ ad featuring ‘Guaglione’ (Perez Prado)

The perfect pint of Guinness takes about 120 seconds to settle and it is well worth the wait. If you're thirsty however, those 120 seconds can seem to take much longer. In 1994, Guinness suggested a useful way to spend that time waiting in anticipation - dance to the tune of Guaglione. I'm sure the barmen of the era remember many's a drunken eijit making a total clown of himself trying to replicate those dodgy dance moves. Still it was good, harmless fun. And the ad a classic, made possible only by a great piece of music.

So, what do you think? I bet you’re dying to tell me the ones I missed. Go on...

Follow me on Twitter: https://twitter.com/gavindfox


Connect with me on LinkedIn: http://ie.linkedin.com/in/gavindfox/