I've long been amazed and perplexed by the now long-running trend of using "golden oldies" as sound tracks for TV commercials.
I know the rationale for doing this probably lies in the belief that the emotional attachment to those songs--all of the pleasant memories they might conjure up from peoples' youth--can be latched to brand qualities of the products or services offered.
I think creative directors are particularly suceptible to this line of thinking. It's a hell of a lot easier to scroll through the canon of pop songs and pick one that seems to match the product and spot than to think about doing something innovative with audio. I also wonder how many of them like to boast at dinner parties that they were able to negotiate a particular classic into their spot.
But I have a personal theory about this: I think that for the most part, people hear the music and don't make the connection with the brand. Here's a little test for you. With what products are these songs--all of which have seen heavy recent rotation--associated?:
I'm Free--Rolling Stones
Every Day is a Winding Road--Sheryl Crow
All Right Now--Free
Come and Get Your Love--Redbone
Just What I Needed--Cars
I've Been Everywhere--Johnny Cash
Free Ride--Edgar Winter
Gimme Some Lovin'--Spencer Davis Group
Wonder how much these advertisers paid for the rights to these songs...
Wonder how they calculate ROI...
Wonder how long can this trend last...
