“Let’s make it blue… no wait, let’s make it red, or yellow, or that green from the wall we saw at that burger place we went once.” -a confused copywriter.
This is a sample of a copyranter blog we recently discovered, from DiMassimo Goldstein copywriter Antonio Fragoso, who captures some of adland’s most relatable moments on IDoABlog.com. He inspired us to contribute a few of our favorite quotes from those times when your client clearly wants something that your agency alone can’t possibly guarantee; i.e., becoming Insta-famous tomorrow.
Funny enough, we’ve learned that sometimes your client simply needs better music to solve those off-brand busts. Next time you hear one of these all-too-common phrases, suggest they try a better music solution, rather than whatever weird idea your account exec might have. I mean, you can only suggest a Blair Witch-style docu-ad from a dog’s POV so many times.
1) They Make Web Videos, but No One Watches
“Can’t we make these videos go viral instead?”*
According to YouTube CEO Susan Wojcicki, the platform now reaches more 18- to 49-year-olds than any network, broadcast or cable. YouTube is the go-to source for video content, but not all content is created equal. Topline music syncs from an up-and-coming artist will always make for better web videos (LA Times).
The list of most watched ads on YouTube is topped by those that feature music in a leading role, including The Ad Council’s “Love Has No Labels” featuring Macklemore’s “Same Love”
2) They Want a Community, but No One Will Join
“Why does our number of followers keep dropping? Don’t we buy hundreds every week?”
Every brand wants a strong social presence, but short cuts will only dwarf growth. Gen Y can call B.S. from a mile away. They want a brand who will meet them at their passion points and share things that they actually care about, like cool music (Hashtag Hustle).
Converse prioritized the passions of its consumers and built a community of devoted artists with campaigns like Converse Rubber Tracks, which puts the music needs of its audience first. In its first four years, the brand welcomed over 900 rising artists to record in their space. In effect, Converse embedded their brand as an integral arm of the indie music scene by supporting these artists.
3) They Want Brand Recall, but No One Remembers Them
“No no no, we are like this. Our competitors are more like that.”
Advertisements are generally audio-visual mediums. So, it’s not enough for a brand to simply maintain a consistent visual identity – for the best brand recall, they also need to build a memorable sonic identity. Music and sound is half the battle for consumer engagement (Return of the Hustle).
A great example of a brand with a strong sonic identity is Levi’s, which heightens its brand of rugged independence with emerging Western Rock music like “You Rascal You” by Hanni El Khatib and “Wicked Ones” by Dorothy in its advertisements.
4) They Want to Be Cool, but Consumers Think They’re Lame
“What if we get Ja-Rule to try our product? Holla Holla, yo!”
Every brand wants to be the hottest shit on the shelves, but there’s no straight-and-narrow path to coolness. As consumer psychologists have said, all cool brands meet the values of their target consumers. Tell the brand to do what cool people do, and introduce their consumers to cool new people, ideas, and music. (CMO)
High among the current list of cool brands is Taco Bell, whose voice reflects how its consumers live. To stay cool, they helps fans discover new bands with programs like Feed the Beat, which provides touring musicians with $500 Taco Bell gift cards, features their music in national television commercials, and shares their profiles online. Since 2006, the brand has helped support more than 900 artists and bands.
5) They Want the Millennial Demographic, but Young People Hate Them
“My 23-year-old niece refuses to buy our brand. You guys are using emojis, right?”
Millennials remain the coveted demographic for brands of all industries, but so many companies are struggling to tap into the young adult market. Better music selections for your ads can help attract those 52% of Millennials who Like brands on Facebook (BCG Perspectives).
Take a look at Sprite, whose brand essence has been defined in large part by hip-hop culture and music since featuring rapper Kurtis Blow in an ad campaign in 1986.
*Inspired by IDoABlog.com