Now that we have been hurtled, head long into a new year we wanted to take a moment and have a look back on some of the best advert music from 2010, specifically those used in TV advertising campaigns.
Each of the adverts below uses sound design and music in very different ways to create the right feeling for the advert and bring out the best in the products they are promoting.
T-Mobile - Welcome Home
For this instalment in the ‘Life’s for Sharing’ campaign, agency Saatchi & Saatchi and production company Smuggler put together a flash mob style scene in Heathrow airport’s Terminal 5. The advert is centred around an excellent, large scale a cappella score using vocals not only for lyrical content but also for beat boxing, imitating both rhythmic and melodic instruments. This has strong links back to the outstanding Vocal Orchestra created by beatboxer Shlomo.
The team behind the advert were kind enough to put together a ‘making of’ video including insights from Musical Director Shai Fishman:
Credits
Creative Director: Paul Silburn
Art Director: Rick Dodds
Copywriter: Steve Howell
Director: Henry-Alex Rubin
Musical Director: Shai Fishman
Carlton Draught - Slow Mo
The reworking of Puccini’s Nessun Dorma in this advert by Clemenger BBDO Melbourne works fantastically well with the slow motion visuals. A well thought out concept with some great music.
Credits
Executive Creative Director: Ant Keogh
Director: Paul Middleditch
Creative: Richard Williams
Creative: Anthony Phillips
Honda - RGB
Honda have put out some great audio focused adverts in the past few years including ‘The Choir‘ and ‘The Cog‘. Honda’s advertising agency Wieden+Kennedy are obviously well acquainted with the power of audio in advertising and their ‘RGB’ spot for Honda in 2010 carries on the trend of innovative sound in their campaigns. Each of the car’s three driving modes is represented by a colour and it’s own soundscape, the effect grabs the attention of the viewer far more than the audio in many adverts.
Credits
Director: Frank Budgen
Creative Director: Chris Groom
Producer: Rupert Smythe
BT - Infinity
One of the best placements of an existing track in 2010 was in the BT Infinity advert created by agency Abbott Mead Vickers BBDO and production company Transparent. Allie Moss’s track ‘Corner’ created a lot of buzz and the website TV Ad Music received a huge number of request to identify the song. The music fits the advert perfectly and creates a great feel.
Credits
Director: Nico Caicoya
Art Director: Brian Campbell
Post-production: The Mill
Nolan’s Cheddar
The award for best use of music in an advert that never existed has to go to Nolan’s Cheddar. The mock advert by John Nolan Films may be for a fictional product and may not have been broadcast on TV but we think it deserves special mention anyway for some inspired use of music.
The adverts here are a selection of some of the great uses of audio in TV advertising over the last year. If you have any suggestions of others please let us know in the comments below and we will add them in.