The Impact of Music in Advertising: Branding Gold or Costly Mistake?

Is music in a commercial a secret weapon or a branding disaster? The right song can make an ad unforgettable, while the wrong one can leave audiences cringing—or worse, tuning out. In this episode, Ric breaks down why not all songs belong in commercials and how the right track can enhance emotional impact, strengthen brand identity, and make ads truly memorable.

💡 What you’ll learn:

- When music enhances brand recognition and emotional impact
- Iconic ad soundtracks that became marketing gold—and the ones that flopped
-Why brands keep making the same music mistakes and how to avoid them

Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase—quick, insightful conversations delivering actionable tips for business & marketing success.

Got questions for our team? Connect with us at SutherlandWeston.com!

Episode Transcript

(00:00):
Many hit songs in television commercialsare hit or miss, but if you're gonna
spend $5 million for a hit song,your commercial better be a hit.
This is the Briefcase from SutherlandWestonon Marketing Communications.
Quick Conversations from everydayobservations, delivering practical
marketing ideas you can carry with you.

(00:22):
I'm Ric Tyler audio and videoengineer for Sutherland Weston
Marketing Communications, and Inearly shut the television off.
When I saw the commercial forDowney using the 1980s hit Total
Eclipse of the Heart by Bonnie Tyr.

(00:42):
Now, it wasn't the original, but stillyou gotta pay a lot of money to use a
hit song in a television commercial.
Some work.
Some don't.
Just my opinion, but thatone for me was a miss.
Another one I recall thatcaused me to roll my eyes.
Maybe yours too blondies one way oranother for a Swiffer commercial.

(01:06):
It got me to wondering how muchthese companies are paying to use
these big songs in their commercials.
There are a lot of factors,including how big the song is,
where you expect it to play, mayberegionally or nationally or globally.
And for how long is the campaign?
Couple weeks, couple months, couple years,

(01:27):
Microsoft paid the Rolling Stones, about$3 million to use the song Start Me Up
for the Windows 95 marketing campaign.
And like the Rolling Stones, othericonic superstars are fetching up to
$5 million or more for the use of theirmaterial in a television commercial.
I think Microsoft use of TheStones Tune Start Me Up was a hit.

(01:51):
Just based on how memorable it was.
Similar to Bob Segers, Likea Rock for Chevy trucks,
many hit songs in televisioncommercials are hit or miss.
But if you're gonna spend $5 million for ahit song, your commercial better be a hit.
This one, however, hurt.
Once weekly Ozempic can help

(02:15):
Ozempic
the 1970s hit Magic by the band Pilot.
The words rewritten to promotethe injection drug Ozempic
and you may lose weight.
Weight loss.
I feel like I lost some of mychildhood listening to this happen.
It did help that David Patton of theBay City Rollers, who sang the original

(02:36):
song, Magic by Pilot, is actuallythe guy singing it in the commercial.
Finally, if I had to pick one ofthe biggest hits, one of the best
marriages between music and acommercial, it might be Iggy Pops.
Lust for Life for Royal Caribbean Cruises.
Somewhere between the Mayanruins, the ice rink, the horseback

(02:58):
riding, and the rock wall.
The energy of the music coupledwith the pacing of the editing
brought a lot of people aboard.
Get out there.
You have been listening tothe Briefcase from Sutherland
Weston Marketing Communications.
Got a question for theSutherland Weston team.
Email us @sutherlandweston.com.