Tuesday, August 10, 2010

Incorporating Music Into Advertising

One of my first memories of hearing current music in a commercial was for Teaberry Gum. The soundtrack was Herb Alpert and the Tijuanna Brass' Mexican Shuffle, which became the Teaberry Shuffle for the ads.  Put a piece of gum in your mouth and you'll be doing the Teaberry  Shuffle.  Have a little fun, with Teaberry Gum.   The ad integrated the song so well. It was an instrumental. 

In their current campaign, Target has been smart to use just the instrumental intro to songs in their ads.  The songs such as Tenderness by General Public are not exactly current (it was released over 20 years ago, but still sounds fresh today- nudge, nudge, wink, wink).  Using just the musical intro alleviates the pain of hearing a song with lyrics that are so opposed to what the product is selling, making the song choice inappropriate. 

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