Creative use of Sounds & Songs in Commercials

There are several layers to a commer-cial. There is natural sound, score, con-versations and of course the visual, which can also be animated or filmed, involving people or just type or other graphics.

The importance of those elements varies, though the role of sound is mostly very high as it incorporates the potential to influence the viewer on many levels. It seems that nowadays it is of high im-portance to integrate unknown artists, which gives the company an image of actuality and hip-ness. Though quite frequently classics are re-purposed and it is fascinating to study the malleability of a single song.

In the following I would like to evaluate this statement by the example of the song Nessun Dorma.

Introduction

The original version is an aria from an opera premiered in 1926 in Milan.

It has been used in several film and TV productions, such as To Rome with Love by Woody Allen, Dr. House and Hereafter by Clint Eastwood.

The song has also been used for numerous commercials, of which I would like to dissect three.

(1) Kia, aired in the United States(2) T-Mobile, aired in Germany(3) Carlton Draught, aired in Australia

About Nessun Dorma

(1) Kia - Truth

the mixture of the song and the other layers of sound represent what the car stands for:the symbioses of high-end technology & class (in surprising moments)

intention: surpriseconveys: class (as luxury)

song is part of half the commercial

song is used because of its impactful &powerful features - equal importance to chant and instruments

(1) Kia - Truth

TRT: 1:33, https://www.youtube.com/watch?v=DXy-sUewmScc

tone is set through layers of sound:• reference to movie Matrix - familiar sounds

that people relate to futuristic elements & different realities

• driving drone• futuristic woosh-sounds• electric droning (behind talking person)• clap of thunder as car arrives: something

is about to happen

futuristic, mysterious, feeling of unknown sounds continue in car but stop after single tone from harmonica (no sound besides that tone - marks turning point)

(1) Kia - Truth

surprise: Lawrence Fishburn starts singing

first only song - intention: let vieweraccumulate to situation

layers of other sounds on top of song:electric beaming sound as spoon bendswoosh-sounds as cars are being lifted, different distancesexploding street lights, heavy sounds, even though camera is further awayexplosion sounds continue into taglinepresentation

brand display features sounds that have been repeated throughout ad - woosh-sounds/futuristic - closes circle

(2) T-Mobile w/Paul Potts

TRT: 1:31https://www.youtube.com/watch?v=cKpVLA-0JcsU

using a random occasion

repurposing it to create power ofsound & connect to brand

focus on song, commercial is created around the song: empathy & feelings

parts of song are being used

idea: impact of special moments on peoplemix of live footage (from contestant at Britain’s got talent) with staged moments of people how they might have experienced that event

(2) T-Mobile w/Paul Potts

Walkthrough:

Start: Original footage of Britain’s got talent - VO Paul Potts speaking about his dreamconversation as it took place during the show, Pauls look together with the way he talks stage him as a very shy person

(Background: Guitar - tow accords, together with synth sounds, gentle droning of crowdlayered on top) -Cut-People’s reaction: girls laugther - expect him to fail-Cut-background song stops - “Ready when you are.” - no further sounds -> the moment that counts-Cut-reaction: man gasps, still not taking him serious

(2) T-Mobile w/Paul Potts

back and forth between original footage of Paul singing and people’s reactions(most impactful part of the song,harps, instruments accentuate chant)

interesting: at beginning: clarity of sound changes, more clear when showing him, seamless transi-tion to out-of-device sound, when people are shown

as it goes on goes towards grand final: clarity of sound stays, development (trough imagery/natural sound):

curiosity (sound: man and woman, calls her to have a look, her feet sliding on the floor as she comes to stand)

wonder (crowd from studio, clapping, whistling)

amazement - highpoint (frenetic cheering) (one drum beat really impactful, string players to fade away)

(2) T-Mobile w/Paul Potts

end:T-Mobile jingle

song is being used, because somebody else brought it back up

interesting: scarce but effective use of natural sound without distracting (insteading adding)

(3) Carlton Draught - Slow Motion

TRT: 3:00, https://www.youtube.com/watch?v=iWW-daTHJaB8

using the melody of a well-known song, create something new

intention: comedy

complete song

uses melody, but not original lyrics

lyrics are changed and talk about slow-motion

song is used because of magnificence of melody, touch of epic-ness

on first watch imagery dominates; after re-peated watching, lyrics start to stand out too

(3) Carlton Draught - Slow Motion

all through - only song w/ lyrics, no natural sound

sounds through images: (close-ups)• pain - finger• outcry - woman & man• rippling - salt• hit - pool ball• clinking of glasses• water splash• hand smack• spitting

(2) Carlton Draught - Slow Motion

choir: takes the last bit of seriousness!contrast to the usual choir in the original song!

- after choir: lyric: “Is this Ad still going?”

interesting: name of brand at highpoint of song (“CARLTOOOON DRAAAUGHHHT”) together with close-up of beer(s clinking), which is also the final still image - just one glass, but still the connection is there

no jingle

Observations/Comparison

song use

(1) Kia

(2) T-Mobile

(3) Carlton Draught

changes intension why this song?additional sound

parts of the song original melody and lyrics

choopped up to use most impactful parts

1. class/luxurythat’s what the song stands for

2. fun:through surprising moment & character

1. feelings: situation of when song was performed

2. joy:powerful voice,positive surprise

1. comedy:funny lyrics

futurisic, explosions,conversation, environment

crowdjurynatural sound (people watching the perfor-mance)score

noneonly implied sounds

well-know melody, give it a twist,velocity of melody fits incredibly well with the lyrics

use special moments and repurpose them,commercial couldn’t exist with random ocassion

values that the song delivers, as presented:class, epic-ness

choopped up to use most impactful parts

new lyrics

parts of the songoriginal melodyfootage of a Tv Show

whole songoriginal melody

Conclusion

Considering the three presented commercials, I think it is incredible to see the potential of a single song. This song has been around for almost 90 years and it is still possible to connect it to modern values. On one side, you can use the song for what it stands for, using emotions that people already connect with the song and make them work for you. As seen by the example of Kia. Sometimes one can predict when a special song makes its way into the foreground, as seen by T-Mobile. For this reason it is important to be constantly aware of pop culture and fluently evaluate if something connects to your brand’s values. At this point, make the already existent content work for you. Lastly is is always possible to repurpose a song. Use a line from the lyrics, or like Carlton Draught did, simply use the melody and come up with new lyrics to put on top of that. In this specific example the speed of the melody fits the lyrics and therefor the new combination makes up a great commercial.

lennartfleschhut.com