Verizon & McCann Erickson are Big Red Jingle Geniuses

Thu, 06 May 2010 16:40:38 -0800

Verizon & McCann Erickson are Big Red Jingle Geniuses
For the past few months Verizon has been running a revamped version of the classic Wrigley’s Big Red chewing gum commercial, circa 80’s – 90’s. Hold the phone, Verizon is using another company’s old jingle to advertise their phones and 3G coverage? This campaign is pure genius and it's all due to what I would like to call the Super Jingle. In this rare, probably only existing example, we have a jingle that has transcended space and time. Or maybe just time. Let's break it down in to a nice list of 3. But first check out the ad:

3 Makings of a Super Jingle

1. The Nostalgia Factor Verizon is cashing in on our generation’s retro fad phase. If it’s from the 80’s, chances are 25 to 40-somethings are going to love it. What’s that? They’re making a Fraggle Rock movie? Radical! (“They” are making a Fraggle Rock movie.) It’s genius because we already know and love this jingle. We’ve already sung it on a loop in our heads while trading slap bracelets and Lunchables until the “Skip it!” jingle pushed it’s way in for a few days. At least that’s how I spent my formative years. Point is, we know the jingle already. Step one complete. They got our attention. This blogger put it well:

…in taking the jingle from the original and putting new words to it, Verizon is able to appropriate not only the nostalgia associated with the original, but appropriate the motifs while changing the meaning.
–Michelle, The Discontented Cow Blog

So funny I forgot to eat at burger king.

2. The Funny Factor Funny rarely reinforces a brand. It seems like every commercial these days is trying its darndest to be funny, clever and cute. So much so that most are forgetting to actually sell their product or create a consistent image for their brand. Even if I do laugh, it’s rare that I ever remember the brand that just spent millions on their newest sarcastic shmo/ hot girl/ creepy mascot/ cartoon coming out of nowhere with quips and pink hair- commercial. We get it. You guys have a good sense of humor. But after I’m done laughing at your ad, I still have no allegiance to your brand, because I don’t remember your brand. You wasted your 30 seconds trying to make me laugh. And I am laughing, as I'm walking in to your competitor’s store, the one that spent their time building a trustworthy familiar brand. Don’t get me wrong. Funny can be very effective. But it’s a thin line that Verizon walked perfectly. The genius here, they literally got back to the basics of a good commercial. They used one that has already worked in the past. But by changing the lyrics to match today’s silly ass sarcastic culture they put a funny hat on our beloved nostalgia. Watching YouTube on a horse: hilarious. Singing about watching YouTube on a horse: hilariously rad! Singing about watching YouTube on a horse to the tune of the 80’s Big Red jingle: words can’t describe the hilarity.

I always believed that these catchy (yet stupid, at times) songs helped customers remember products. To this day, I remember the songs that accompanied Big Red, Double mint, Juicy Fruit, and Extra…I'm still chuckling - and I'm going to have it stuck in my head for the rest of the day. - Aaron Baker of phonedog.com

Yea, I guess songs that make you remember a brand for a lifetime are pretty "stupid." Sorry Aaron, I'm a sensitive jingle writer.

The old horse + Youtube combo.

3. The It’s a really good Jingle Factor
From a jingle writer’s standpoint, I see a lot of people frowning and shaking their heads with a “this is what you do for a living?” look on their faces. But also I see that this Big Red jingle works because it’s a great jingle. In 1979 composer Peter Cofield fashioned an extremely catchy, mind loop-able song for Big Red Gum that also features the two most important lyrical aspects of a good jingle. 1. Repetition of the brand name in the climax of the song. And 2. highlighting the products best feature(s) – “long lasting freshness.” Old-school gold. I’m singing it all day, and best of all I’m singing their name and selling points. "Man I love Big Red, it’s so fresh and long lasting. If I had some Big Red I'd be making out in art class right now."-1994 Me (and 2010 Me)
So by sneaking their way in to this classic commercial/jingle with the funny factor (and the shared nick-name), Verizon is getting the best of both worlds.

To summarize: Tried and true catchy jingle/commercial + beloved nostalgia + Watching YouTube on a horse = Super Jingle

I wrote this post on my iPhone. My horse’s name is iPhone.

3 Reasons Why Your Brand needs a Band

Wed, 05 May 2010 14:55:28 -0800

Fact: Coolest couple ever.

3 Reasons Why You Should Use a Jingle
or Why Your
Brand needs a Band
Your brand is like a late night talk show. It needs a band. If you run ads on radio or TV without music, your business is simply sounding stale and unprofessional. And your jokes have no drum fills to back them up. That is, a music-less advertisement couples your brand with the awkward silence of a comedian bombing. A brand is all about creating emotional response for your product or service. And your advertisement is your brand's best sales rep. If a customer walked in to your store, you wouldn't look at your sales team and send out the monotone guy who needs a mint. Each window to your brand and business should be professional and alluring. Don't take my word for it. Check out this list of 3... that i wrote... with the help of some quotes from smart professor types.
1. Jingles are Memorable
Attention Grabbers

When commercials come on, listeners actually listen to jingles.
Think of a jingle you can sing off the top of your head. Now think of who their competitors are… which brand stands out more to you?
A Yale University study featured in the New York Times found that when information is presented in a Jingle it is 10 times more memorable than in a talk-only radio spot.
“The classic ‘jingle’ is the most common musical technique for aiding memorability and hence product recall.”-David Huron, Music in Advertising: An Analytic Paradigm
"A jingle that stays in people's heads, keeping that brand top of mind ...Its almost like getting free commercials throughout the day."-Professor Joe Redden

Jingles + Wine + Beach = the perfect date

2. Jingles are Fun

Like a catchy song, listeners will be singing your jingle long after they first hear it. Your brand will stick with them.
Jingles develop an attractive and exciting image for your products and business.
“Good music can contribute to the effectiveness of an advertisement merely by making it more attractive… Music serves to engage listeners' attention and render the advertisement less of an unwanted intrusion.” -David Huron
A Jingle will become as positively identifiable as your businesses logo. Major companies use jingles.

.3. Jingles Cut Through
Radio & TV Clutter

Radio and TV stations feature jingles first in their commercial rotation to keep listeners & viewers interested and entertained.
Boring talk-only ads simply make listeners change the channel.
A business with a jingle will stand out prominently and professionally.

I want to have it - a blog on branding.

Verizon & McCann Erickson are Big Red Jingle Geniuses

3 Reasons Why Your Brand needs a Band