To continue the conversation started in my previous post, let’s take a look at a more recent article on the influence of music in advertising: The Power of Music. This was written in October 2013 by Les Binet, Dr. Daniel Müllensiefen, and Paul Edwards. Dr. Daniel Müllensiefen teaches Psychology at the University of London, while Les Binet and Paul Edwards work for Adam & Eve DDB UK and Hall & Partners UK, two leading global branding agencies. The article explains how, proven by the authors’ research, music in commercials influences the viewers’ explicit and implicit perception of the brand. Their findings suggest that: 1) TV ads with music work 10-30% more efficiently in gaining attention and improving brand attitude/recall than those without music, and 2) the fit between the music and the brand is critical. We’re going to focus on their second argument.
Speaking of the powerful effect music has on us, Joel Beckerman, Founder and Lead Composer of Man Made Music, gives us very specific and fascinating insights from effective and ineffective sonic branding examples. He mentioned a notorious backfire in 2005 when Royal Caribbean International featured the song Lust for Life by Iggy Pop in its TV commercial. Let’s take a look at the ad:
Yes, it has a catchy melody and exhilarating rhythm that perfectly describe a family cruise trip. But did you hear the lyrics? No need to replay the ad. They didn’t keep all the lyrics anyway, but here’s what the 1977 punk rock hit is about:
Here comes Johnny Yen again
With the liquor and drugs
And a flesh machine
He’s gonna do another strip tease
Well, I’m just a modern guy
Of course, I’ve had it in the ear before
‘Cause of a lust for life
‘Cause of a lust for life
The song contains references about drug abuse and prostitution, which are indeed VERY appropriate for a family trip. VERY. Although some may argue that Royal Caribbean left out most of the song’s controversial message, and Arnold Worldwide, the agency creating the ad, explained that they were trying to reach out to more young people, nothing could really save Royal Caribbean from huge backlashes from the audience for being inconsiderate and distorting the idea of a fun, innocent family trip. Similarly, Lust for Life then landed on every list of the worst misused songs in advertising.
Advertising critic Seth Stevenson pointed out in an NPR podcast that the crowd were angry at Royal Caribbean rather than at Iggy Pop. In fact, the musician was probably confused when the cruise company wanted to use his song in their commercial but let them do it anyway just because, well, they paid for it. Royal Caribbean and Arnold Worldwide, however, had a higher responsibility for using the song appropriately and wisely to help promote their brand names. The audience was outraged because the advertiser delivered a message that was contrary to the brand image. This supports the argument we’ve been discussing: no matter how great the song is, the music has to fit the brand in order for the ad to be effective.