Same song, different brand

Posted by on May 6, 2011

We recently noticed many companies are starting to use the same song in their commercials as others brands. Sure they may be popular songs at the time, but does this lack of freshness end up impacting brand recognition in the end?One example of this is the new Werther’s Original commercial for their chocolate caramels. A colleague had her back to the TV when she first heard the commercial and thought it was a McDonald’s ad. Why? The song in the background was also used in McDonald’s commercials in the late 80s/early 90s when its slogan was, “Do you believe in magic?” and was quite catchy.

As AdAge recently reported, songs like “Home” by Edward Sharpe & the Magnetic Zeros are being overused by different brands. This hinders the ability for viewers to associate a song with one brand and may actually cause audiences to grow tired of the song, tune out during those ads, or worse, change the channel!

Is there no music originality in today’s ads, or are brands banking on the hope that reusing a song from another company’s successful commercial will also have the same results for them? Is this actually hurting the brand? Share your thoughts with us!

Comments

  1. Канал можно конечно переключить, но вот когда берут деньги те, кто ничего не производят как в россии, а платить например одному сообществу на рынке медиа 1% от всех закупаемых носителей включая те которые не имеют отношения к музыке, это есть произвол в стране авторитаризма, делать деньги из воздуха, грабя население.

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