High Five: Impactful Applications of Music and Sound
The right music can elevate a story, attract attention and even increase the overall impact of a spot. From making smart song choices to clever uses of brand-owned sonic assets, these spots use music and sound particularly well to deliver pop culture resonance and build brand equity...
Intel - 'How Wonderful Is That?'
Intel’s products may be invisible to consumers, but the brand is instantly recognisable through sound. Intel takes its long-term commitment to sound to build brand equity to the next level in this spot.
Kia - 'Soul: Built for Whoever You Are'
Agency: David&Goliath
Production: REVERIE
Every once in a while, there’s a spot that makes you reach for Shazam. This song’s smooth vibe fits so well with the visuals, not to mention the spot on lyrics.
Fenty Beauty by Rihanna - 'Stay Fresh AF'
Sound: Songtradr
This song by Nigerian record producer Krizbeatz was sourced from our Songtradr catalog. Its simple, unique rhythms are ear-catching, helping this spot capture instant attention on TikTok and YouTube.
Target - 'Totally: Fall for All'
Even with these simple, product-driven executions, Target stays brand consistent in their music. Target has elevated to the likes of Apple, to where their strategic, thoughtful approach to music helps reinforce the brand values in every spot.
Google - 'Security Is What I Want'
Using a song’s lyric to mirror the brand message is an art unto itself. Forced edits to make lyrics fit a creative can be disruptive, however, this Google ad cleverly lets Etta do what she does. It makes me wonder if the song choice came before and influenced the creative.
