It is that time of year when people start talking about the “bests.” In advertising, most agree the two best spots are Deutsch’s Darth Vader spot for Volkswagen and Wieden and Kennedy’s Chrysler ad with Eminen “Imported From Detroit.” Both are car ads but in my opinion what sets these spectacular efforts apart is the use of music.
Music was once a much bigger part of advertising than it is today. Often, it’s a throw-away now. Big ad agencies used to have large music departments with recording studios, op boards and lots of seats for musicians to sit in while awaiting auditions. Today music departments are on someone’s computer. When the spot is 65% complete someone might ask “What kind of music bed do we need?”
Muscle memory is something I always have my clients aspire to in branding and advertising. Associate your work with clear ideas, images, turns-of-a-phrase or something to hum. When I hear Eminem these days I’m ready to buy Detroit. To buy Chrysler. I’m thinking Kid Rock and “In it to win it like Yserman.” Imported From Detroit was is a brilliant brand strategy – but the spot was even better. Poetry and music are still the best ways to deliver a sale. Peace. And RIP Police Officer Peter Figoski.
