market my world

i’ve always wondered how producers/marketers/advertisers can find the perfect track for a commercial.  whether it’d be a song that’s fits with the theme/story line flawlessly, a super catchy song, or a song that you just can’t get out of your head after listening to it… how do they do it?

karl lagerfeld always comes up with the most elegant short films for the chanel perfumes.  chanel no. 5 is a classic perfume and it’s paired with a classic song.  even though it has a very simple story line, it left me with a deep impression; what i heard and what a saw really meshed together.  even the climax of the song was matched so wonderfully with the climax of the short film.  when i walk pass the chanel counter at a department store and see the no. 5 perfumer, it’d remind me of nicole kidman’s story in the film.  the creative directors do such a good job with putting a story to the product and when you see the product, it reminds you of how significant the product was in story.  instead of selling a sex appeal, it’s selling more of a romantic story that is irresistible to every girl.

and here’s a commercial matched with a song that i can’t get out of my head.  actually, the first time i heard landon pigg’s falling in love at a coffee shop was in this commercial.  tv commercials are played so readily, it really generates a lot of publicity for a song that’s not too popular, especially if the song is as good as this one!  so here’s my routine when i hear a song that i like but do not know of in a commercial: 1) try to remember the lyrics 2) try to youtube it 3) download the song and 4) send it to my friends.  i’m sure that i am not the only one out there doing this, so imagine me x 1000 and those people sending it to their friends and that’s another x 1000 people who would be exposed to that song.  wow, thats pretty amazing, i love it when good music gets to people!

so imagine how the perfect song can create an impact – it gives the consumer a story to relate to for a product, especially if it’s about romance because girls are definitely going to remember that!  also, bringing in a song/artist that is not too well-known in the public eye can generate some attention.  another example is apple’s ipod or itunes commercial playing feist’s “1234”, i mean, who can get “1, 2, 3, 4, tell me that you love me more” out of their heads?