While May saw a surprising amount of karaoke commercials — two, in fact, from Heineken by different shops — these are the five ads that we felt used music the strongest. These brands’ music strategies help lure eyes and ears to the screen, enhance the story of the ads, and give audiences a real takeaway more tangible than any jingle or slogan: a song.
1) Bodyform “Blood”
Music: “Native Puppy Love” by A Tribe Called Red
Agency: AMV BBDO
Passion, grit, hustle — these women are committed to their craft and won’t let any amount of blood hold them back. This tenacious tale is made even bolder by the tribal track, “Native Puppy Love.”
2) Beats by Dre “Tell Me When to Go”
Music: “Tell Me When To Go” by E-40 ft. Keak da Sneak
Agency: Hustle L.A.
Golden State Warrior Draymond Green preps for the big game with his Beats by Dre, which pumps E-40’s West Coast classic “Tell Me When To Go” to fuel his drive as he enters the arena.
3) Kia “Share Some Soul”
Music: “Dueling Banjos” by Arthur Smith ft. Nathaniel Rateliff
The furry Kia mascots launch a musical duel with Nathaniel Rateliff, lead singer of the folk-soul R&B band Nathaniel Rateliff and the Night Sweats, with an impressive world music ensemble.
4) Fiat “Like a Bird”
Music: “Free Like a Bird” by Wyclef Jean
Agency: FCB Chicago
A world-renowned falconer and a world-famous songwriter — that’s the winning combo Fiat leveraged in this ad, which features a custom song by Grammy-winning artist Wyclef Jean.
5) BBC “100% British, 100% Asian”
Music: “I Am” by Raxstar
According to his site, music is Raxstar’s creative outlet to explore his identity as a British Asian, a journey that the BBC highlights in this ad featuring the rapper’s spoken word piece on his culture.