We think music is a big part of what makes an ad truly engaging. In fact, that’s one of the things we tout most at Music Dealers – that music can provide consumers with a memorable experience that will build brand awareness and advocacy. So, just like we did in April, we selected five ads from May and analyzed the marketing power of music in them to compile the Music Dealers Top Five Most Musically Engaging TV Ads for May.
1) H&M “Summer Starts Now”
Music: “Sun is Shining” by Axwell ? Ingrosso
For the second time, H&M makes its way to our list of top 5 most musically engaging ads. This month, “Summer Starts Now” features the highly anticipated single by house duo, Axwell ? Ingrosso. Cofounders of Swedish House Mafia with their friend Steve Angello, Axwell and Sebastian Ingrosso will be releasing a new album this summer. To compound anticipation, the duo formed a partnership with Swedish retail brand H&M and released “Sun is Shining” from their upcoming album on hm.com as an exclusive download. The video generated over 2 million views in May.
2) Beats Audio “Ohana”
Music: “River” by Leon Bridges
One of the most notable up-and-comers of 2015, R&B artist Leon Bridges is due to release his breakout album in June through Columbia Records. Its title track, “Coming Home,” is available on Spotify and has already generated over 4.5 million listens sinces its release. To pair with the humble sentimentality of “Ohana,” Beats Audio tapped the Columbia artist to exclusively premiere a track from his major label debut. Featuring Leon Bridges’ song, “River,” the spot earned over 1 million views in May. “River” has nearly as many hits on Spotify, having reached over 700,000 listens since the song’s April 30 release.
3) Bud Light “Drone Ball”
Music: “The Wild Life” by Outasight
Perhaps best known for his 2011 hit, “Tonight is the Night,” singer/producer Outasight recently began to develop his upcoming self-released album, Chasing a Ghost. The artist admitted a shift in the album’s tone, according to Billboard, moving from a dark, wintry vibe to a funky, summery one. Appropriately, Bud Light worked with Outasight to feature his warm track, “The Wild Life” for its new summer spot, “Drone Ball.” Outasight has since seen a rise in his engagement metrics, according to Next Big Sound. On YouTube, the artist experienced consistent increase in views each week of May, jumping from 28,000 to 30,700 to 37,000 and finally to 42,000.
4) Kingsford “Backyards Come Together”
Music: “Krampus” by Houndmouth
In “Backyards Come Together,” Kingsford shares its philosophy that friends and families flock together so easily when warm weather and good food is procured, it’s as if all the world’s backyards surround the same grill. To promote this feeling of neighborly goodness, the brand licensed the song “Krampus” from the Americana band, Houndmouth. Though the song is featured on the band’s 2013 album, From the Hills Below the City, the band has been seeing greater traction lately due to its March 2015 album, Little Neon Limelight. According to the analytics of Next Big Sound, Houndmouth has experienced 16 times the expected activity for an artist of their audience size on Facebook. Kingsford is now associated with that growth through the placement.
5) Orange is the New Black “Season Three”
Music: “We Run This” by Missy Elliott
The wildly popular Netflix original series prepped its launch of a new season with this promo, featuring the 2005 hit, “We Run This” by Missy Elliott. Now ten years old, the song appeared on the album, The Cookbook, which was the artist’s last album. Nonetheless, the song choice fits with the tone of the show and evokes a mood of feminine power and perseverance. Additionally, Elliott continues to trend on many social channels. For example, the artist’s Vevo page saw consecutively high views each week of May: 955,000 views, 991,000 views, 826,000 views, and even 1,525,000 views in the last week of May.
By: Zach Miller, Music Dealers