Choosing the right piece of music for a commercial is one of the most crucial aspects of the campaign’s development. Do you go for original composition or existing tune? Established artist or hot new thing? Adapt or accept? MOR or WTF? Bongos or cowbell?! The decision making process is a box-ticking ordeal that, when got right, can elevate a campaign from mediocre to magnificent with a few bars.
We love a smart bit of music insertion here at The Reel, so when we were approached by the tuneful folk at midem to partner them on ‘Best Music Placement In An Ad’ category of their marketing competition, we jumped at the chance. Rewarding campaigns that made all of the right choices when applying sounds to their images, the competition encompasses Original Creations, Licensed and Adapted Music and asks you to tell us how and why the choices were made. The ten best examples then get the chance to pitch their work in front of an illustrious panel, all actively involved in furthering the relationships between music and brands, at the festival itself.
So what are we looking for in an entry? We want campaigns that leave a delicious taste in our ears. Films that have a soundtrack so intrinsically matched to the brand/audience we imagine them to be an aural Siamese twin. Tunes that shock us with their audacity whilst surprising us with their applicability. Music that shouldn’t exist, punching us in the face with its fantasticness. We want relevance. We want targeting. We want results. We wanna dance.
When ad music is done right, it can be groundbreaking – Levi’s got Marvin Gaye back in the Top 10 in 1985, Sony put Jose Gonzales and ‘balls’ in everyone’s ears in 2005 and Boots made Here Come The Girls the soundtrack for every group of women doing anything anywhere. The right tune can make us cry and laugh and sing and jig and forget and remember and feel – and when that’s linked with a brand it can be vital. So if you’ve got a piece of work which you think does that, we NEED to hear it.
Entries just need to have run in 2011 or 2012 and — the best part — submitting your work is FREE. You’ll just need to spend a few moments crafting answers to the questions on our submission form accessible here (pick “second category”) and, if your piece is selected, a few more prepping a presentation for our panel.
It might just be the most important arrangement you’ve made this year.
Jamie Madge is the editor of international online creativity resource The Reel, partner of the midem marketing competition’s second category, “Best music placement in advertising”.