Christmas advertising – why music matters…

28 Nov

Yesterday saw the release of the new McDonald’s Christmas TV campaign. It joins the roster of big brand ads currently circulating as we edge closer to the festive period.

This year, more than ever, these ads play on our nostalgic and emotional connection with Christmas – using sounds and visuals deeply ingrained in our memories of this time of year.

Take the current John Lewis creative which puts a love story between two snow people to a target-market-touching reboot of a 1984 Christmas number one by Frankie Goes To Hollywood.

Meanwhile Coca Cola, who have had more of a hand in how Christmas is branded than most, roll out their latest specially composed “Something in the Air” ident.

Or how about Tesco’s take on Christmas, subverting the norm by using popular non-Christmas songs alongside Christmas branding?

The one thing all these emotive ads have in common is great music. They tempt us into loving, believing and mostly importantly investing in their brands by coupling festive scenes with powerful well chosen audio.

It goes without saying that Christmas is a hugely important time for advertisers. But the importance of music in Christmas advertising is something that we at Radio Experts feel can’t be talked about enough. Just as radio is termed “an emotional multiplier” the right music in a radio campaign can multiply its listeners’ emotional response.

If you’re looking for a famous track to tap into the right feelings about your product or service, Radio Experts can source it for you. We’re fully conversant with dealing with the intricacies of the licensing process so you don’t have to be.

Music has incredible power to create emotions at a time of year when emotions can run high. And the rewards for getting it right – both financial and in terms of brand perception – are great.

For more on Radio Advertising and the powerful and effective use of music please get in touch

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

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