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I grew up thinking that commercials did not have sound. As soon as a commercial came on, my parents muted the TV faster than you could say "annoying." But there is one commercial that made it through the muting and I still enjoy watching it over and over again: Volkswagen’s Cabriolet commercial set to Nick Drake’s "Pink Moon."
To this day I still want a 1999 Cabriolet. I have no doubt that one day I will own my 1999 Cabriolet and listen to Pink Moon while driving with my friends at night under a full moon. That commercial had such an impact on me, and a lasting impact at that, which is not something many brands can pull off.
It is scary yet exciting to think how commercials can have such an effect on you. For me, it has everything to do with the music in the commercial. The new Target commercials, love them. I actually stay in front of the TV to watch the end of them. On the other hand as soon as this commercial appears, the TV goes off. It is a great way to get me to turn off the TV and start being productive. I will never use Vonage just because their commercials hurt my brain.
Here is a great question brands should be asking themselves before producing a commercial, "Do we really understand our consumer in relation to music? Not just their lifestyle, but what makes a heart beat to the music?" Music has a way of making people feel connected, allowing you to escape and believe that someone else understands what you are feeling.
Is music the secret weapon to producing the perfect commercial? Anyone else have a commercial that made an impact on them?
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