Jingle All The Way | Beneath the Brand

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Jingle All The Way

By: Michael Lindquist

Whether you are in the shower, on your way to work, or sitting at your desk, advertising is subtly working. You may not realize it, but that annoying song you’ve had stuck in your head for the last three days may have come from a jingle. Jingles, musical images, or audio brands are notorious for being catchy, yet slightly annoying. Great jingles last for decades, while others are heard on local radio stations until the small business’s ad budget runs out.

Some in the ad biz may claim that jingles are a thing of the past and are no longer an effective way to reach consumers in the digital world. This is simply not true. New jingles are being produced every day. They can be heard on radio, television, and all over YouTube. Pizza Hut’s $10 for Any Pizza deal was recently introduced through a jingle that isn't only catchy; the lyrics are creatively displayed for the audience so we can sing along, even if it’s our first time watching the commercial.

Jingles are a great mnemonic device to help with brand recognition. Old Spice has used their sailor-like signature tune for decades. The jingle evolved from a traditional bagpipe melody into a shortened whistle used at the end of every Old Spice ad. Whistle it aloud, and you might think of a post-lobotomy Terry Crews or the Man Your Man Could Smell Like. At the end of the day, that whistle makes us think "Old Spice."

So how do jingles fit into social media? Several companies that use jingles invite viewers at home to sing along through various contests and promotional tools. Pizza Hut’s Top This contest is experiencing a lot of success on YouTube and Facebook, with over five million fans since January 1, 2012. Most of the contestants are entertaining, but some of the more talented artists perform original renditions of the song while strumming in their own unique style. How can jingles be dead if people are getting on YouTube to hear fifty different versions of the same song? Sounds like free advertising.

Pizza Hut is not the only restaurant with a good sound. Subway has released a number of commercials featuring Average Joes singing “$5 Footlong.” McDonald’s has used its “I’m lovin’ it” tune since 2003. Even financial services feel the need to sing about their business — State Farm recently launched an entire campaign where State Farm customers sing the decades-old “Like a good neighbor, State Farm is there” jingle, and a State Farm agent magically appears. And how could we forget the musical stylings from the Freecreditreport.com band?

Using rhythm and rhyme for remembering information has been a part of our lives since we learned our ABCs. True, we do not hear the cheesy soda-pop ads from the '50s, but there is still a place for jingles. Now that consumers are searching for ads rather than allowing themselves to be interrupted, advertisements that go viral experience extreme success. Musical images and audio brands rise above the clutter, providing us with catchy tunes and memorable copy.

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About the Author

Michael Lindquist has a strong passion for art, entertainment, and advertising. As a child, he learned it was okay to color outside the lines, because the lines only restrict your creativity and imagination. Find him online here.

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