By Kevin N. Hume
Advertisements bombard us on a daily basis.
A market research firm stated in a 2007 New York Times article that people in cities are exposed to nearly 5,000 different types of advertisements per day.
The power these ads hold can be astounding. TV commercials have become a part of pop culture, with catch phrases, such as, “Where”s the beef?” or “Whazzup?” entering the cultural lexicon. Many companies have produced TV ad campaigns that have lasted for years.
One thing that can make an ad really stand out is the music it uses. Car commercials utilize the power of music quite effectively, such as when Cadillac chose Led Zeppelin”s “Rock and Roll” to promote its “Breakthrough” campaign.
Advertisers must constantly be combing through music charts to find that next song to anchor their campaigns. Music from all generations and genres has been featured in commercials.
But far too often, unless the song is a widely known, cross-generational hit, folks may be left wondering, “What”s that catchy song from that commercial?”
I like to think of myself as a sponge when it comes to music, soaking up anything I find interesting from wherever I find it.
Numerous times I”ve seen a commercial and heard a song I thought sounded great and immediately consulted Google to see if I could find out who made the song.
Let me tell you, though the comment sections of YouTube can be full of some of the most vile and foul things found on the Internet, they can be useful when it comes to finding out little mysteries like, “who makes that song?”
Since I seem to not be the only one out there who wants to know about songs used in commercials, I think advertisers should start crediting the bands and artists they use in their ad campaigns.
I don”t really think this is asking very much. They”re already paying the band to use their song. I”m sure being featured in a commercial is a great way for bands and artists to reach listeners they may not ordinarily attract. Advertisers, why not go that extra mile and divulge what song that is and help promote the artist you”re already paying even further?
You already make it difficult enough. There”s a current ad for the GMC Sierra pickup that features an instrumental version of Collective Soul”s “The World I Know,” one of the band”s hits from 1995. I know and love this song. It”s beautiful, and it works with the GMC ad quite well. But not everyone can identify songs from the instrumental sections.
Many companies have started utilizing YouTube to virally promote their products, usually porting their TV ads straight to the site. Wouldn”t it be nice if those companies credit the bands and people who made that ad in the description section of the video?
Many in the film industry get their start in commercials and I”m not just talking about the actors. Why not treat commercials like short films, crediting the actors, directors and crew that made the commercial and the music used in it?
I think this would be quite an effective promotion for all involved in an advertising campaign.
I also think it would alleviate the questioning minds of many a nerd like myself when we see or hear something we like and wonder.
There”s almost nothing better than finding new music you like. A little new music that advertisers could provide just might make the world a better place.
Kevin N. Hume can be reached at kevin.n.hume@gmail.com or call directly at 263-5636 ext. 14.
