And while advertising over the last decade or so has not been bereft of good music, it’s more often a licensed song rather than a track made for a brand. The death of the jingle is conspicuous - just Google up “why are there no more brand jingles”, even mainstream publications have written about it.
This might seem like a bit of an irony given we’re consuming more music than ever before with the advent of streaming, AND that social media, especially TikTok, is increasingly dictating our musical tastes. After all, the hottest social media platform in most of the world unearthed hits like Old Town Road and breathed new life into classics like Fleetwood Mac’s Dreams (while benefiting a juice brand
in the process).
Coming back to what I wrote up top - I believe marketing has become boring thanks to an over-reliance on sales-led performance marketing. Humans crave emotion and difference. I’ve written before about how I think branding is more important than ever
. And by extension, it’s the ideal time for brand jingles to make a comeback. But not in the TVC way, but in a snappy, short-format, amenable-to-Tiktok kinda way.