One of the best pieces of advice I ever got about advertising, or making anything creative for that matter, was “when everyone else is zigging, zag.” And while those words of wisdom apply to everything, I can’t think of a more apropos object of their attention than the current state of commercial music. In fact, I was struck by a recent article in some newspaper about how commercial composers are back in demand. I couldn’t believe it. Hasn’t the hokey, hacky jingle been chucked into the dustbin of advertising history right alongside those guys who walk up and down Michigan Avenue or Fifth Avenue with sandwich boards advertising greasy spoon lunch spots?
But when this happens, my ‘zag’ radar goes off. Why can’t we make a fun Jingle? Why did Jingles ever work? How can we make a post-modern Jingle? Or, heaven forbid, an actual good one? It’s a well-known, well-worn fact in the creative departments of agencys that whole industries have risen up to mine unknown and cool-sounding indie bands to advertise everything from auto parts shops to erectile remedies.
Maybe that works? Maybe that doesn’t? But one hole in the market, I see, is the the catchy, hooky, tune that also stands for the product and the benefit. Not just the “intel inside” sound, a whole freaking “You deserve a break today with McDonald’s” song.
Wrong? Old-fashioned? Done?
Ignore it at your own risk. Sometimes the thing that is most wrong is the thing that is most right.
I’m just sayin…