12 Documentaries That Explore the Role of Music in Advertising and Branding

A Deep Dive

Music has always played a crucial role in shaping advertisements and forging powerful brand identities. From enhancing emotional connections with consumers to making commercials more memorable, the strategic use of music in advertising is an art form that bridges the gap between brands and their audiences.

The documentaries in this article will provide insight into how music elevates advertising and branding efforts. These films showcase the intricate ways music amplifies brand storytelling, evokes emotions, and leaves a lasting impression on consumers. Exploring these documentaries will shed light on the dynamic intersection of music and marketing, revealing the creative strategies behind some of the most impactful advertising campaigns.

1) "Jingle All the Way" - The History of Iconic Advertising Tunes

Advertising has long harnessed the power of music to create memorable and impactful campaigns. The concept of iconic advertising tunes can be traced back to the early days of radio, where jingles became a cornerstone of brand identity.

One of the first notable examples is the "Have You Tried Wheaties?" jingle from 1926. This marked the beginning of a trend where catchy tunes were used to keep products at the forefront of consumers' minds. As television became more widespread in the 1950s, jingles transitioned to the small screen, embedding themselves in popular culture.

Throughout the decades, various brands have leveraged music to create timeless advertising tunes. McDonald's "I'm Lovin' It" and Coca-Cola's "I'd Like to Buy the World a Coke" are prime examples of how music can transcend its commercial roots to become cultural icons.

In the digital age, the landscape of advertising music continues to evolve. With the rise of AI and machine learning, brands are now able to create personalized and dynamic jingles. This personalized approach has made advertising tunes more engaging and relevant to individual consumers.

Understanding the historical significance of these classic jingles provides insight into the enduring relationship between music and advertising. The impact of iconic advertising tunes is a testament to their lasting power.

More information on advertising tunes and their impact can be found here.

2) Music's Magic in Coca-Cola Ads

Coca-Cola has long been recognized for its iconic music-driven advertising campaigns. One of the most memorable examples is the 1971 "Hilltop" commercial with its "I'd Like to Buy the World a Coke" jingle. This song not only resonated with audiences but became a global hit, reflecting a powerful message of unity.

In recent years, Coca-Cola has leveraged modern platforms like Coke Studio to further integrate music into its branding. Launched globally, Coke Studio connects emerging musical talents and produces original songs tailored to various markets. This initiative helps the brand maintain its relevance and appeal by tapping into contemporary music trends.

Coca-Cola's use of music extends to major events and exclusive content. Their "Real Magic" campaign, for instance, features original compositions that align with the brand's themes of authenticity and joy. By commissioning popular artists and producing catchy tracks, Coca-Cola ensures its advertisements leave a lasting impression.

The company's strategic use of music in advertising not only enhances brand recognition but also creates meaningful connections with diverse audiences. Music's universal appeal makes it a potent tool in Coca-Cola's marketing arsenal, reinforcing the brand’s identity and values.

"The Real Bears" (2012) is one such documentary highlighting Coca-Cola's influence through music and media. The Real Bears (2012)

"The Coca Cola Case" (2009) further explores the company's advertising tactics and societal impact. The Coca Cola Case (2009)

3) How McDonald's Found Its Soundtrack

McDonald's has a rich history of integrating music into its branding and advertising.

One of the notable instances is its collaborations with popular musicians. These partnerships are more than marketing strategies; they create memorable customer experiences. The synergy between music and fast food helps the brand connect emotionally with its audience.

In addition to collaborations, McDonald's has also tailored playlists for its restaurants. These curated selections aim to enhance the dining atmosphere, making customers feel more at home. The right soundtrack can elevate a meal, turning a routine visit into a pleasurable event.

McDonald's also uses music prominently in its commercials. From catchy jingles to background scores, the brand understands the power of audio branding. The goal is to make the advertisements memorable, ensuring that the music sticks with the viewer long after the commercial has ended.

In recent years, McDonald's has embraced social media challenges involving music. These initiatives engage a younger audience, encouraging them to share content related to McDonald's, thereby amplifying the brand’s reach and resonance.

Carefully chosen soundtracks can transform a simple dining experience, making it unforgettable. This deep-rooted connection with music has played a crucial role in McDonald's sustained popularity and customer loyalty.

4) The Role of Music in Nike's 'Just Do It' Campaign

Nike's "Just Do It" campaign leveraged music to heighten the emotional engagement of its audience. Music played a crucial role in creating a compelling narrative and enhancing the campaign's impact.

The selection of music for the campaign wasn't arbitrary. Nike collaborated with composers and musicians to craft a sound that resonated with the brand’s message of determination and inspiration.

In the 2018 "Dream Crazy" ad featuring Colin Kaepernick, the background score by composer Dustin O'Halloran provided an emotive backdrop that complemented the stirring visuals. This choice of music helped to emphasize the themes of perseverance and ambition inherent in the campaign.

The synergy between music and visuals in Nike's ads served to evoke powerful emotions, making the "Just Do It" slogan more memorable and influential. The music's role was to bolster the motivational tone and instill a sense of movement and progress.

By meticulously selecting music that aligned with their branding, Nike ensured that each ad not only appealed visually but also resonated on an auditory level. This strategic use of music played a part in making "Just Do It" an iconic and enduring campaign.

5) From Beethoven to Branding: Classical Music in Ads

Classical music often finds itself in the advertising world, bridging the gap between timeless art and modern marketing.

Brands frequently use Beethoven's "Symphony No. 9" to evoke grandeur and universal appeal. This piece, created in 1824, is famous for its powerful "Ode to Joy" movement, making it a popular choice for campaigns aiming to uplift and inspire. More about Symphony No. 9

Léo Delibes’ "The Flower Duet" from his opera Lakmé, composed in 1883, is another classic frequently featured in advertisements. Its soothing and harmonious melody is often used in luxury brand commercials to convey elegance and serenity. More about The Flower Duet

Mozart’s "Eine kleine Nachtmusik," written in 1787, is regularly selected for its light and joyful character. This piece is ideal for commercials that want to project a fun and carefree atmosphere. More about Eine kleine Nachtmusik

Johann Pachelbel's "Canon in D," composed in around 1680, appears frequently in wedding advertisements and sentimental brand campaigns. Its repetitive and soothing structure makes it a go-to for creating a heartwarming and nostalgic mood. More about Canon in D

These timeless compositions are not just background music; they are integral to the identity and emotional resonance of brand campaigns, illustrating the enduring impact of classical music in contemporary advertising.

6) Behind the Beats of Apple's iPod Commercials

Apple's iPod commercials are legendary for their memorable music choices and striking visuals. Released in the early 2000s, these ads featured dancing silhouettes set against bold, colorful backgrounds, creating an iconic image.

The music in these commercials played a crucial role, introducing audiences to new artists and songs. For example, the commercial featuring "Vertigo" by U2 not only promoted the iPod but also boosted the song’s popularity. The catchy and energetic track perfectly matched the dynamic visuals. Link to more about U2 Song

Another standout ad used "Are You Gonna Be My Girl" by Jet, bringing the Australian rock band into the spotlight. This partnership exemplified how Apple’s advertising strategy could significantly elevate an artist's reach. More on Jet

Songs like "Feel Good Inc." by Gorillaz and "Shut Up and Let Me Go" by The Ting Tings provided the backdrop for other notable commercials. These tracks were pivotal in setting the energetic tone Apple aimed for in their iPod advertisements, making them memorable and engaging. Gorillaz Info The Ting Tings Details

The crafting of these commercials, mixing innovative visuals with compelling music, cemented Apple's place in advertising history. This approach not only promoted the iPod but also showcased the power of music in branding.

For other instances, the ad featuring "Short Skirt/Long Jacket" by Cake in 2010 revived interest in a song nearly a decade old, exemplifying the lasting impact of Apple's ad campaigns. Cake Info

This blend of music and marketing continues to be a benchmark in how impactful and memorable a well-executed advertising campaign can be.

7) The Evolution of the Levi's Commercial Soundtrack

Levi's has a rich history of integrating music into their advertisements, marking their commercials as cultural touchpoints.

In the 1980s, the brand's 501 jeans ads prominently featured '60s R&B tracks. The combination of soulful music and striking visuals involving models in Levi's 501 jeans created a lasting impression.

Moving into the 1984 Blues commercial series, Levi Strauss & Co. became the official outfitter of the U.S. Olympic team. These commercials showcased various people enjoying life in their 501 jeans, set to timeless blues tunes.

From 1986 to 2001, Levi's commercials had a significant influence on the UK music charts. Songs from artists like Mr Oizo, Prince Buster, and Shaggy found renewed popularity through these ads, leading to the creation of a compilation album in 2001 featuring tracks from Levi's commercials.

These strategic and culturally relevant soundtrack choices have helped Levi's maintain its brand identity across decades. As fashion and music evolved, so did Levi's advertising techniques, keeping the brand at the forefront of popular culture.

8) Lexus: Engineering Amazing with Music

In its "Emotional Sparks" campaign, Lexus aims to connect with consumers through music. The luxury car brand collaborated with musical artists to create an original song and music video inspired by the driving experience.

Lexus is known for blending technology and artistry. This campaign taps into the emotional aspects of driving one of their vehicles, making it more than just a means of transportation.

By using music, Lexus seeks to forge a deeper connection with a younger audience. The authenticity of the campaign is crucial, acknowledging that modern consumers are quick to identify inauthentic marketing attempts.

This initiative reflects a broader trend in the automotive industry. Brands are increasingly using music to enhance their marketing strategies, moving beyond traditional advertisements.

9) The Science of Sonic Branding by Mastercard

Mastercard's approach to sonic branding exemplifies the strategic use of sound to craft a distinct brand identity. They introduced their "sonic DNA" five years ago, emphasizing the power of engaging multiple senses to enhance brand recognition.

To elevate their sonic brand identity, Mastercard released its first-ever music single. This move further solidifies how sound can redefine consumer interaction with the brand. The single is part of an effort to weave their sonic identity into various touchpoints.

Sonic branding involves much more than a single audio asset. It includes all sonic experiences a consumer might have with a brand. These can range from functional sounds, like transaction notifications, to brand jingles and audio logos.

Niclas Molinder, a prominent songwriter and producer, spearheaded an entire album for Mastercard, showcasing songs built around the brand's signature sound. This project emphasizes the role of creative professionals in curating a cohesive sonic identity.

Mastercard’s investment in sonic branding is aligned with research showing significant benefits. They report higher brand power and enhanced perceptions of advertising strength, demonstrating how immersive audio experiences can positively affect consumer perception.

10) How Budweiser Created 'Wassup?!'

Budweiser's "Wassup?!" campaign debuted in December 1999 during Monday Night Football. The campaign was based on a short film called "True" by Charles Stone III, which featured a group of friends greeting each other with the phrase "Wassup?!"

DDB Chicago developed the commercial, initially meant as a one-off for the Super Bowl. The ad quickly gained popularity, leading to multiple follow-up commercials.

The campaign starred Scott Martin Brooks, Fred Thomas, Jr., and Paul Williams. Their natural, relatable interactions resonated with a wide audience and made the ad memorable.

"Wassup?!" became a catchphrase, spreading beyond television into everyday culture. It is now considered one of the most iconic campaigns in advertising history.

The campaign's success highlighted the power of simplicity and cultural relevance in advertising. The phrase "Wassup?!" is still remembered and referenced today.

11) The Making of Intel's 'Bong' Sound

Intel's iconic "bong" sound is a five-note tune that has become synonymous with the brand. Created by composer Walter Werzowa, the sound mark was designed to be simple yet memorable.

Werzowa used five notes and 20 variations to craft this auditory signature. The objective was to create a sound that would instantly evoke Intel in the minds of consumers.

This sonic branding debuted in the 1990s, alongside Intel's Pentium processors. It quickly became a staple in the company's advertising campaigns, enhancing brand recall.

Today, the Intel bong is integrated into various multimedia formats, including radio, television, and online advertisements. It remains a powerful example of how sound can be used to strengthen a brand's identity.

12) Samsung's Melodic Marketing Strategy

Samsung seamlessly integrates music into its marketing efforts to enhance its brand image and connect with consumers emotionally. Music plays a pivotal role in creating memorable advertisements that resonate with audiences globally. By selecting tracks that align with its message, Samsung ensures a cohesive and impactful campaign.

The use of music in Samsung’s marketing is not just about background noise. It strategically selects songs that amplify the narrative of its advertisements. Whether promoting the latest smartphone or a new appliance, the music choice complements the product's unique features.

In addition to advertisements, Samsung leverages music through partnerships with artists and sponsorship of music events. These collaborations help Samsung stay relevant to younger audiences and associate the brand with cutting-edge trends in the music industry.

Samsung also uses music to tell stories through various media channels, including social media and content marketing. By understanding where its audience engages, Samsung tailors its music-driven content to platforms like YouTube and Instagram, where shorter, impactful ads are most effective.

Music in Samsung’s strategy goes beyond mere marketing. It's a tool for fostering loyalty and engagement. Through music, Samsung cultivates an emotional bond with its consumers, ensuring its brand values shine through in every campaign.

Historical Impact of Music in Advertising

Music has long played a crucial role in advertising, shaping brand identities and enhancing consumer engagement. The evolution from early radio jingles to television commercials highlights this enduring relationship.

Early Radio and Jingles

In the early 20th century, radio emerged as a prominent platform for advertising. Businesses quickly recognized the potential of using catchy tunes, or jingles, to retain consumer attention and foster brand recall.

Jingles were short, memorable snippets, often featuring repetitive phrases and simple melodies. These elements made it easy for listeners to remember the associated product or brand.

One of the most notable examples is the "Pepsi-Cola Hits the Spot" jingle, which debuted in the 1930s. Its lively tune and simple lyrics became embedded in popular culture, demonstrating the power of music to create lasting brand recognition.

By the 1940s, jingles had become a standard part of radio advertising, highlighting their effectiveness in reaching a wide audience. The strategic use of music in radio ads set the stage for future innovations in advertising mediums.

Television Commercials

The advent of television in the 1950s introduced a new era for advertising. The visual component of TV ads allowed for a richer integration of music with imagery, creating more immersive consumer experiences.

Music styles in television commercials ranged from classical compositions to popular music hits, each chosen to resonate with target audiences. For instance, Coca-Cola's 1971 "I'd Like to Buy the World a Coke" campaign utilized a catchy, uplifting song that quickly became iconic.

Music in TV ads not only enhanced emotional engagement but also helped in defining and reinforcing brand identity. Companies like McDonald's and Intel have leveraged music to create signature sounds, making their brands instantly recognizable.

The shift to television expanded the role of music beyond catchy jingles to more sophisticated and strategic uses, underlining its importance in modern advertising.

Psychological Effects of Music in Branding

Music plays a crucial role in branding by influencing both emotions and memory. These effects are driven by how music aligns with brand messages and shapes consumer perceptions.

Emotional Resonance

Music in advertisements can elicit strong emotional responses from consumers. This emotional resonance often aligns with the brand's identity and messaging, creating a deeper connection between the brand and the audience. When music evokes emotions like happiness, nostalgia, or excitement, it can make advertisements more memorable and engaging.

For example, a cheerful tune in a commercial may induce feelings of joy, making the brand appear more approachable and friendly. Conversely, a dramatic score can add gravity and sophistication, positioning the brand as premium or luxurious.

Research shows that this emotional connection is not accidental. Brands meticulously select music that will create the desired emotional impact. The use of appropriate music therefore boosts the effectiveness of advertising campaigns, leading to stronger consumer-brand relationships.

Memory Retention

Another critical impact of music in branding is its ability to enhance memory retention. Music’s rhythm, melody, and harmony can make an advertisement more memorable, helping consumers recall the brand long after the advertisement has ended. This phenomenon is due to music's ability to engage multiple areas of the brain involved in memory and recall.

Studies have demonstrated that advertisements featuring music that fits well with the brand significantly improve brand recall compared to those without music or with poorly fitting music. This effect is even more pronounced when consumers enjoy or feel familiar with the music used.

Additionally, catchy jingles or recognizable melodies can become synonymous with the brand itself. Over time, these musical elements can even serve as auditory logos, triggering instant recognition and recall of the brand among consumers. Effective use of music can therefore be a powerful tool in ensuring long-term brand visibility and recall.

Case Studies of Successful Music Campaigns

Music campaigns in advertising and branding have revolutionized how brands connect with their audience. This section explores examples where music played a crucial role in strengthening brand identity and driving memorable advertising experiences.

Iconic Brand Soundtracks

Brands often use distinctive soundtracks to create a lasting impression on consumers. One notable example is Coca-Cola, which has utilized catchy jingles such as "I'd Like to Teach the World to Sing" to forge an emotional connection with its audience. This song became synonymous with the brand, illustrating the power of music in advertising.

Another example is Intel’s iconic five-note chime, known as the "Intel Inside" jingle. This simple yet effective musical signature has solidified Intel’s brand identity over decades. By embedding these notes into consumers' minds, Intel has ensured that its brand remains top-of-mind whenever the jingle plays.

Nike’s use of the song "Dream On" by Aerosmith in their advertising campaigns also demonstrates the effectiveness of iconic soundtracks. The integration of powerful, motivational music has helped Nike enhance its brand message of aspiration and achievement across various media platforms.

Rebranding with Music

Rebranding efforts sometimes leverage music to signify a brand’s evolution. McDonald's rebranding in the early 2000s introduced the "I'm Lovin' It" campaign, featuring a catchy tune that helped revitalize the brand’s public image and appeal to a younger demographic. This tune became an integral part of McDonald's global marketing strategy.

Old Spice successfully rebranded itself by integrating humorous and catchy tunes in their advertisements. The "Old Spice Swagger" campaign used music to modernize the brand and appeal to a contemporary audience. The innovative use of music complemented the brand's new image, making the ads highly memorable.

Similarly, Apple’s use of contemporary music in its product ads has been pivotal in repositioning the brand over time. For instance, the "Get a Mac" campaign prominently featured trendy and appealing tunes that aligned with Apple’s brand image of innovation and modernity. This helped Apple maintain its status as a forward-thinking tech company.