What I learnt from D&AD’s ‘Music in Advertising’

Last week, Radiocentre and D&AD held a panel session at The Hospital Club discussing Music in Advertising. After learning how music links with emotion and recall from Strike a Chord, I went along to hear what the creative experts had to say about how this translated to the strategic use of music. The panel was led by Hollie Newton, Executive Director of The Sunshine Company and included Loz Horner, Planning Director of Lucky Generals, Laurent Simon, a Creative Driector at Adam&EveDDB and John Connon from sound design agency Wake the Town.

The session began with each panellist showcasing a favourite piece of work where music was used as the backbone of the campaign. We began with Loz Horner who explained that as a planner, he knows that music alone can serve as a strong branding cue but, most importantly, music can deliver the message. Quoting Robert Saville, founder of Mother London, Loz explained “if you can’t say it, sing it” and this really cut through for me: that using the right song with the right lyrics can bring meaning to a visual. He went on to play the latest and hugely successful Pot Noodle campaign #youcanmakeit; this campaign used music to enhance the plot twist at the end at the ad which proved to be the winning formula behind the campaign.

“If you can’t say it, sing it” was executed perfectly by one of John’s examples, which was a favourite of mine, Old Spice – Smellcome to Manhood. John explained how the stripped back and authentic music enhanced the humour in the campaign. He also pointed out that, when using radio, it’s difficult to get music to stand out within an ad slot and Walker Music with Old Spice – Dad’s Song, was an excellent illustration of successful standout on radio.

Laurent talked us through the process of picking the iconic track behind the John Lewis Christmas ad ‘The Bear and the Hare’. In the case of John Lewis, the track is just as impactful as the ad itself and often ends up fighting for the Christmas no.1 spot in the charts. This led Laurent to talk about the power of using a cover. Everyone responds well to familiarity and, by reviving an older song that is nostalgic and relatable to an older generation but using a new fresh artist, you make that track inclusive to everyone.

After hearing some amazing examples and arguments as to why music works so well advertising, you have to ask: why isn’t more thought being put into it? There seems to be some confusion surrounding who takes responsibility for music decisions. Ultimately the creatives have the final say, but since music can make such a huge strategic impact upon a campaign, planners should also be involved in the process from the beginning.”

Another issue is the allocation of budget. Choice of music tends to be the last decision made in the planning of a campaign, and by that time there is no budget left. Hollie told us that many times they have found the perfect track for a campaign but do not have the budget to use it. Her solution for this was to think of music upfront, along with your strategy so you are better placed to negotiate with artists and agents.

If you are interested in hearing more on music in advertising, you can download our research project Strike a Chord here. And with that in mind, D&AD have opened their call to entries which offers the perfect opportunity to start thinking about using music more strategically in radio and entering your radio ads!