+ Local advertisers haven't stopped the use of jingles, although in the past 10 years or so, many traditional advertisers have removed the jingle from their arsenal. But now and again we see a jingle pop up, like the FreeCreditReport.com spots by the Martin Agency, and the now popular singing fish for McDonald's Fillet-o-Fish done by folks at Arnold in Boston.
I've heard many say the Fillet-o-Fish spot is hilarious. I really don't see what's so funny about the ad. It's really the jingle they are finding catchy. There isn't much to the spot visually - a man sitting on a couch in a garage eating a sandwich, a singing fish on a wall and the arrival of his friend. My honest opinion is that it's the jingle that's capturing & captivating folks.
I will say that the ad and jingle drives me nuts. Although I do give props for its success, I do wish that the media buyers went with reach, not frequency when doing their planning. When the campaign broke, I think there was one night where I saw the ad 6-8 times in an hour and a half. Seriously.