By Edward M. Melendez

In the ever-evolving landscape of advertising, crafting music for commercials is a subtle yet powerful art. It’s the unsung hero that lingers in the background, nudging consumers to associate feelings and memories with products. But what makes a commercial jingle stick? How do composers manage to create tunes that are both catchy and effective? Let’s delve into the world of commercial music, exploring the techniques, the challenges, and the magic behind those unforgettable melodies.

The journey begins with understanding the purpose of the music. Commercials are not just about selling products; they are about selling experiences and emotions. A well-crafted tune can evoke joy, nostalgia, excitement, or trust, aligning perfectly with the brand’s message. Take the iconic “I’d Like to Buy the World a Coke” campaign from 1971. This jingle, crafted by Bill Backer, Billy Davis, Roger Cook, and Roger Greenaway, wasn’t just about selling soda. It was about promoting unity and peace, ideals that resonated deeply during the tumultuous 70s. The music was simple yet profound, a sing-along melody that captured hearts worldwide.

Creating such impactful music requires a blend of creativity, psychology, and technical skills. The first step is to understand the brand and its target audience. A jingle for a children’s toy will vastly differ from one for a luxury car. For instance, in 2013, when the team at Volkswagen wanted to promote their new Beetle, they collaborated with the band The Ramones to use their song “Blitzkrieg Bop”. The energetic and rebellious spirit of the song perfectly matched the youthful and fun image of the Beetle.

Once the essence of the brand is grasped, the next step is to brainstorm the core message. This is where collaboration with the advertising team is crucial. The message needs to be distilled into a simple, memorable phrase. Think of McDonald’s “I’m Lovin’ It”. This phrase, coupled with a catchy five-note jingle composed by Pharrell Williams and Tom Batoy, has become synonymous with the brand since its launch in 2003. The simplicity of the tune makes it easy to remember, and its upbeat nature aligns with the joyful experience McDonald’s aims to provide.

Melody and rhythm play pivotal roles in creating memorable jingles. A melody should be easy to hum and the rhythm should be engaging but not too complex. A great example is the “Nationwide is on your side” jingle. First introduced in 1965, this tune has undergone various adaptations over the decades, but its core melody remains unchanged. Its simplicity makes it versatile, allowing it to be molded into different genres while retaining its memorability.

Instrumentation and arrangement are also critical. They should reflect the brand’s identity and appeal to the target audience. In 2011, Intel’s “Intel Inside” jingle, composed by Walter Werzowa, utilized a blend of electronic sounds that mirrored the tech-savvy, innovative image of the company. The jingle’s five-note melody has become so iconic that it instantly brings Intel to mind whenever heard.

Another key aspect is the length of the jingle. Commercials typically run between 15 to 60 seconds, so the music must capture attention quickly. The human brain processes music in a unique way, often recognizing a familiar tune within milliseconds. This is why repetition is a powerful tool in jingle writing. The “Five Dollar Footlong” jingle by Subway, introduced in 2008, repeated the phrase multiple times within the ad, ensuring it stuck in the viewer’s mind.

The lyrics, if included, must be concise and convey the brand message clearly. They should be easy to sing along with, enhancing the jingle’s stickiness. The “Like a good neighbor, State Farm is there” jingle, written by Barry Manilow in 1971, uses simple, reassuring lyrics that have become deeply ingrained in American culture. The familiarity of the words, combined with a comforting melody, reinforces the reliability of the State Farm brand.

Creating an emotional connection through music is perhaps the most challenging yet rewarding aspect of writing for commercials. Music has the power to evoke memories and feelings, making the brand more relatable and trustworthy. Apple’s 1984 commercial, directed by Ridley Scott and featuring an eerie, dystopian soundtrack, broke away from traditional jingle formats but left an indelible mark on viewers. The music, combined with powerful visuals, created a sense of revolution and change, aligning perfectly with Apple’s message of innovation.

Testing and refining the jingle is a critical part of the process. Feedback from focus groups and market research helps determine if the music resonates with the target audience. This iterative process ensures the final product is not just creative but also effective. In 2009, when Old Spice launched its “The Man Your Man Could Smell Like” campaign, they meticulously tested various musical elements to find the perfect balance of humor and masculinity, resulting in a highly successful and memorable jingle.

The evolution of technology has also impacted the way commercial music is crafted. Digital audio workstations (DAWs) and virtual instruments have made it easier to experiment with different sounds and arrangements. Composers can now create high-quality demos quickly, allowing for more flexibility and creativity. This technological advancement has democratized the field, enabling independent musicians to break into the commercial music industry.

Moreover, the rise of social media and streaming platforms has changed how jingles are consumed and shared. A catchy tune can go viral, extending its reach far beyond traditional TV commercials. This was evident with the “Share a Coke” campaign by Coca-Cola in 2014, where the accompanying jingle became a sensation on social media, further boosting the campaign’s success.

Despite the changing landscape, the core principles of writing music for commercials remain the same. It’s about crafting a tune that resonates with the audience, aligns with the brand’s message, and stands the test of time. The best jingles are those that become a part of popular culture, transcending their commercial origins to become beloved pieces of music.

In conclusion, writing music for commercials is a fascinating blend of art and science. It requires a deep understanding of both musical composition and human psychology. From the iconic “I’d Like to Buy the World a Coke” to the modern “I’m Lovin’ It”, the power of a well-crafted jingle lies in its ability to create an emotional connection, making the brand memorable and beloved. As technology continues to evolve, the possibilities for commercial music are endless, promising a future filled with even more catchy and effective tunes.