These musical hits became famous thanks to advertising

All means are good to start a career?


Advertising... those endless cuts that sequence your favorite program, its share of brands that parade tirelessly with a frantic rhythm. Advertising obviously comes in many forms. It can be visual, auditory, in the street, on your phone. Today we are going to focus on television advertising, the good old "commercial break". More specifically, we will look at the music that accompanies the ad. Many artists have managed to reach an international audience with a music placement in a big budget ad. Some brands are even inseparable from their music. The technique is simple: if you are an advertiser, choose a song that is part of the popular repertoire so that everyone can identify with your ad and reach your audience, or choose a song that has all the characteristics of a hit, i.e. a melody that sticks in your head and that you will associate with the brand in question. This second point has benefited several bands/artists, who have seen their careers take off thanks to good sync placement.       

What exactly is sync?

Synchro in music with advertising is a term used to describe the use of songs in television, film, online or radio commercials. When a song is used in a commercial, the copyright owners of the song are paid for the use of their music. This may include the music label that represents the artist, as well as the artist themselves if they have retained the copyright to their music. The use of songs in advertisements can also help increase sales of the associated song or album. This is especially true for developing artists looking to expand their fan base and attract new listeners. Advertisements help create exposure for the music, getting it heard by a wider audience that may be drawn to the song. In the arts community, it's important to note that there is some debate about the use of songs in commercials. There are several schools of thought. Should art be an end in itself or should it be used for commercial purposes? Some artists don't want their music to be associated with a specific brand or product, while others may be happy to take advantage of this marketing opportunity. Everyone does what they want! Ultimately, the decision to allow a song to be used in an advertisement is often made by the copyright owners, who are looking to maximize revenue for the artist and the music label. This can be a good stepping stone for artists who are just starting out, as starting an artistic career is not easy on many artists.

top 10 

1. Nutella / Glorious by Andreas Jonhson

In 2021, spread brand Nutella released an ad that uses the song "Glorious" sung by Andreas Johnson, which is one of the brand's signature songs. This ad uses the song to create a "feel good" vibe and accompanies it with the slogan "Say hello to the ones you love", which aims to encourage people to stay connected with their loved ones. This ad is not the first time Nutella has used the song "Glorious" in one of its commercials. In 2003, the brand had already used the song by combining it with the slogan "It takes energy to be a kid". This use of the song allowed Nutella to reinforce the positive and dynamic image of the brand, highlighting the energy and enthusiasm of children. The use of the song "Glorious" in Nutella's ads illustrates the importance of music for brands, as it can help create a positive atmosphere and reinforce the brand's image in the minds of consumers. Brands can use popular songs to create memories associated with their product and thus encourage consumers to purchase their products by associating them with pleasant and happy moments in their lives.

2. Banque postale / island in the sun by Weezer

In 2009, Banque Postale chose the song "Island In The Sun" by the American alternative rock band Weezer as the anthem for its advertising campaign focused on freedom of choice. The French bank's campaign emphasized the benefits of banking freedom in France, encouraging potential customers to compare the offers and services provided by different banks before making a decision. The song "Island In The Sun" was chosen to embody the spirit of the ad campaign because of its musical style, which matches that of alternative rock, a genre of music often associated with freedom and independence. By using a popular song by Weezer, Banque Postale tried to attract the attention of the younger generation and promote a dynamic and modern image of the bank. The use of the song "Island In The Sun" for the Banque Postale advertising campaign shows how music can be used to reinforce a company's brand image and marketing strategy. By choosing a popular and relevant song for its campaign, La Banque Postale was able to reach a wider audience and reinforce its reputation as a modern and innovative bank.

3. Crédit Agricole / “whatever” by Oasis

Since 2011, Crédit Agricole has been using the song "Whatever" by the British rock band Oasis for its advertising campaign focused on freedom of choice and expression. The lyrics of the song, "I'm free to be whatever I - Whatever I choose," fit perfectly with the idea the French bank wants to communicate. By using a popular song like "Whatever" by Oasis, Crédit Agricole seeks to attract the attention of the younger generation in France and promote a dynamic and modern image of the bank. The advertising campaign emphasizes the importance of freedom of choice for customers, stressing that everyone is free to choose the bank that best suits their needs and aspirations. The use of the song "Whatever" for the Crédit Agricole advertising campaign shows how music can be used to reinforce a company's brand image by conveying a positive and inspiring message. By associating a popular song with its advertising message, the French bank was able to reach a wider audience and promote a modern brand image that is in tune with the aspirations of the younger generation.

4. Guerlain / “These Boots Are Made For Walkin'” by Nancy Sinatra

Nancy Sinatra's famous song "These Boots Are Made For Walkin'" was chosen by Guerlain as an anthem of glamour and elegance in its advertising campaign for the French brand's iconic Little Black Dress. Although the theme of the song is about boots, Guerlain has managed to transpose the message of the song to evoke the elegance and self-confidence that are at the heart of the Little Black Dress. In choosing "These Boots Are Made For Walkin'" for its ad campaign, Guerlain tapped into the powerful image of Nancy Sinatra, who became a symbol of fashion and elegance in the 1960s. The video for the song shows Nancy Sinatra in a little black dress, which became a fashion icon, just like Guerlain's Little Black Dress. The use of the song "These Boots Are Made For Walkin'" in Guerlain's ad campaign shows how music can be used to reinforce a company's brand image by associating a popular song with an iconic product. Nancy Sinatra's song successfully evoked elegance, self-confidence and fashion, values that are central to Guerlain's Little Black Dress.

5. Fanta / “Shut and let me go” by Ting Tings

Could it be the ultimate advertising music? "Shut up and let me go" by the Ting Tings has been used by two major brands in separate commercials: Fanta and Apple. While it may seem risky to associate a song with two different advertising campaigns, the song has managed to become inseparable from each of these brands.

In the case of Fanta, the song was used to promote a soft drink to a young, hip audience. The ad campaign featured young people dancing and swaying to the Ting Tings song while drinking Fanta. The song helped reinforce Fanta's brand image by evoking the idea of fun, lightness and youth. By associating the song "Shut up and let me go" with its advertising campaign, Fanta was able to reach a young audience and promote a dynamic and trendy brand image. The song has become inseparable from the Fanta brand, reinforcing the brand's awareness and visibility. The use of the same song by two different brands shows how music can be used to reinforce a company's brand image by associating a popular song with a product or service. In the case of Fanta, the song was used to reach a young, hip audience by associating the brand with a fun and dynamic song.

6. Iphone / “All Night” by Big Boi 

In 2017, Apple launched an ad campaign to promote its new iPhone X. This campaign featured the Animoji feature, which allowed users to create animated emojis that followed their facial movements in real time. For this campaign, Apple chose to use the song "All Night" by Big Boi as the soundtrack. Big Boi's "All Night" is a catchy, rhythmic song that evokes the idea of partying and celebration. It fits perfectly with the theme of Apple's ad campaign, which wanted to highlight the friendliness and playfulness of the Animoji feature. By using a song as catchy and well-known as "All Night" by Big Boi, Apple was able to create a memorable ad campaign that captured the audience's attention. The music helped reinforce the impact of the campaign by evoking a festive and positive mood that invited users to discover the features of the iPhone X. This campaign is an example of how music can be used effectively in advertising to enhance the impact of a campaign and create a memorable experience for consumers. By choosing an appropriate song, a brand can create a positive association in the minds of consumers and reinforce its brand image.

7. YSL / “Jungle” by Louise Emma

In 2014, the famous high fashion house Yves Saint Laurent launched its new fragrance, Black Opium. To promote this fragrance, Yves Saint Laurent chose to use the song "Jungle" by Louise Emma as the soundtrack for their commercial. The song "Jungle" is an energetic and captivating track that features electric sounds and tribal percussions. This music fits perfectly with the theme of the Black Opium ad, which wanted to highlight the intense and intoxicating nature of the fragrance. By using the song "Jungle" for the ad, Yves Saint Laurent was able to create a strong association between the music and the fragrance. The music helped reinforce the impact of the advertising campaign by evoking a mysterious and sensual atmosphere that invited consumers to discover the fragrance of Black Opium. Music is a key element in advertising for fragrance brands, as it can help convey the emotion and mood the fragrance is trying to evoke. By choosing a song that perfectly matches the character of the fragrance, a brand can create a complete sensory experience for consumers and reinforce its brand image.

8. Renault / “Midnight City” by M83

In 2013, car manufacturer Renault used the song "Midnight City" by the band M83 in an advertisement for its new car model, the Renault Captur. The song "Midnight City" is a dynamic and catchy synthpop track, featuring electric sounds and catchy beats. It became very popular in the 2010s, thanks to its presence in several commercials and movies. By using this song for its advertising, Renault sought to create a positive and energetic vibe that encouraged consumers to hit the road with their new Captur. The music reinforced the idea of freedom and adventure associated with driving a car, while highlighting the innovative and modern nature of the brand. The Renault Captur advertisement was a big hit with the public, largely due to the use of the song "Midnight City" by M83. The music brought a strong emotional dimension to the advertising campaign, helping consumers to project themselves into the experience of driving a Renault Captur and feel inspired by the brand's values.

9. 3Suisses / “7h du matin” by Jacqueline Taïeb

In 2010, the ready-to-wear brand 3Suisses used the song "7am" by Jacqueline Taïeb for its advertising campaign. The song's lyrics reflect the idea of waking up early in the morning to start a new day, a theme that fits perfectly with the world of fashion and creativity.vBy using this song for its advertising, 3Suisses sought to highlight the creativity and freedom of expression of women, who can express their personality through their clothing choices. The music, with its pop sounds and catchy lyrics, added a positive and energetic dimension to the advertising campaign, creating a joyful and festive atmosphere that encouraged consumers to discover the brand's collections. Jacqueline Taïeb's song "7am" is a French pop song from the 1960s that was a big hit at the time. By using it for its advertising, 3Suisses managed to associate an element of French popular culture with its brand, thus reinforcing its anchorage in the national culture. The 3Suisses advertisement with the song "7h du matin" by Jacqueline Taïeb was a success, thanks to its ability to convey a positive and energetic message to consumers. The music reinforced the brand identity and helped create a memorable advertising experience for consumers.

10. Garnier / “Zou Bisou Bisou” by Gillian Hills

Since 2018, Garnier has been using the song "Zou Bisou Bisou" by Gillian Hills to promote its hair products. This popular song from the 1960s is known for its gentle, light-hearted rhythm, in line with the brand's values. The ads highlight the benefits of Garnier hair products, using images of women with healthy, shiny hair. The song is used as a pleasant background sound that adds a touch of nostalgia and sophistication to the ad. By choosing this song, Garnier associates its image with a bygone era when women were elegant and well-groomed, while offering modern and effective products to meet the needs of contemporary life.

Did you like this article? Apolline offers singing lessons in Lausanne as well as guitar lessons, drum lessons and piano lessons to help you improve your musical skills. 

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