Tuesday, March 17, 2009

Who ever said the jingle was dead?

+ 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.


golublog said...

Jingles seem to be back. Maybe, it's because they're cheery? I'm not really fan.

Christopher Simpson said...

For quite a while, advertisers have been deriding the jingle, claiming that it makes more sense to use an already-existing song -- hence the rise of popular music on commercials.

The problem, of course, is that the pop song reverts back to its original significance (which, of course, had nothing to do with your brand) as soon as the campaign is over. "Like a rock" is now successfully linked with Chevy trucks, but only because they've been using it for more than ten years. On the other hand, it's doubtful that many people can remember what Feist's popular song "1, 2, 3, 4" was selling.

A real jingle, on the other hand, retains its advertising value years and years and years later:

"My baloney has a first name..."
"I'd like to teach the world to sing..."
"You deserve a break today..."

See what I mean?

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