Eight Mile Style, the company that is responsible for licensing Eminem’s songs, has filed a lawsuit against Audi in the Hamburg regional court in Germany, claiming that the Audi A6 commercial uses a version of Eminem’s “Lose Yourself” without permission. (Source: Spiegel News magazine)
The Eminem song was used in this year’s Chrysler’s Super Bowl spot. Moreover, the Audi spot … Continue reading →
Skoda just came out with a new TV commercial for the Skoda Fabia VRS. From a sound and music perspective this spot is quite a revolution and image shift for Skoda. The spot “Made of meaner stuff” can be seen above.
Compared to the previous spots, e.g below one from Australia, Skoda shifts gears and wants to reposition itself “meaner” and more attractive to the male target group.
Brands have used music to leverage their brand communication for years now. Nothing new. New is to integrate Sound Branding elements into a song. But let’s start from the beginning…
Coca Cola has been developing its international FIFA World Cup Celebration campaign around “Wavin’ Flag”, a track by Somalian-born Canadian-based hip hop artist K’naan. “Wavin’ Flag” was first released in March of 2009, but it was only once the Celebration Mix was released that it climbed up the international charts. The Celebration Mix, renamed “Waving Flag”, was rewritten and recorded several times in the build up to the FIFA World Cup, with bilingual versions featuring artists singing in Spanish, Portuguese, Arabic, French, Greek, Naija, Chinese and Indonesian. The track has gone to number one on the charts in fifteen countries (according to Billboard.com).
The Old Spice TV ad “The man your man could smell like” has scooped this year’s Cannes Film Lions Grand Prix. Jury president Mark Tutssel described the ad as “the perfect film – it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet.” The spot was released four months ago on the Old Spice you tube channel:
From a Sound Branding perspective it is an interesting case as Old Spice uses different Sound Branding elements. In the above commercial it is the “Ye ol’ classic whistle” at the end. In a different spot the “P..P..P..P…Power” Sound Branding element is integrated at the end of the commercial:
Is it a historic moment in marketing time? At least in the field of Sound Branding. AUDI, the premium german car manufacturer, just launched its new Sound Branding Identity. After one and a half-year of development a virtual “AUDI Sound Studio” is in place which is the basis for all creatives, composer and sound designer to create the AUDI sound.
Now the Sound Branding concept is implemented in the music of the new Audi A1 TV-Spot “The next big thing”:
and even the AUDI Sound Logo – as you can hear at the end of the commercial – has been face lifted.
“Our aim is to set us – even more – apart from our competitors”, says Lothar Korn, Head of Marketing Communication… Continue reading →
Just kidding. There is no Sound Branding Award yet. But we realized that it is always easy to bash brands for not doing their homework in regard to the recall and media efficiency potential that lies in a professional sound branding approach. Therefor we wanted to look at a best practice example in the FMCG industry. “Milka, …!” – can you finish the claim and the melody? You sure can.
DeBeukelaer just started (10/3/30) a new TV Campaign in Germany including a newly developed Sound Branding. It consists of a Sound Logo (whistled at the beginning of the commercial) and a Brand Score which repeats the melody of the Sound Logo. The theme of the commercial is “joy” – the joy to eat DeBeukelaer cookies. It’s more of an image spot as it doesn’t feature a specific cookie version.
The question to me is: Do the sound character and the voice reflect joy?
Mercedes-Benz stopped using its Sound Logo at the end of 2009 just after two years in the market. In an interview conducted by W&V (Werben&Verkaufen, one of the leading German Marketing/ Advertising Magazines) in issue 4/2010 Mr. Anders-Sundt Jensen said, after he was asked why they stopped using the Sound Logo: “It is obvious that you always question whether you have achieved certain objectives. Regarding the Sound Logo we have analyzed that the brand Mercedes-Benz is strong enough without one.” Continue reading →