By Kaitlin Villanova
Our dear friends at JCPenney, Old Navy, and Liberty Mutual are onto something. By incorporating a catchy tune (often nostalgic) in the 30 second spot they are combining their product with popular culture.
Attracting the consumer with an already produced song rather than a jingle created on behalf of the agency or advertiser is an interesting proposition.
After the premier of a commercial, these songs often become instant hits and best-sellers on itunes. Websites like adtunes allow the consumer to identify the songs heard in ads. By choosing more niche artists the advertiser promotes the artist and themselves in a musically savvy light.
I have compiled a list of what I think are the best use of a song in a commercial.
Here is my recent top 5 list (in no particular order):
1. JCPenney: Music Box by Regina Specktor
2. Apple: 1234 by Feist
3. HP: Picture Book by the Kinks
4. Old Navy: The Way I Am by Ingrid Michaelson
5. Liberty Mutual: Half Acre by Air