What was that song on the Delta Faucet commercial, the cute one that goes “So many things your hands can do”? It sounds like a children’s song, something maybe you might write for kids. Well, it is a children’s song. It’s from a Sesame Street record featuring The Count, the vampire Muppet who simply adores numbers. Could you write a song like that? You probably could and possibly you already have.
Songs add emotion
Advertisers use songs to link their product to an emotion. For the most part, they don’t use jingles anymore – those little ditties that sell a product by naming it (“Campbell’s soup is, mmm, mmmm, good.”) or telling you what it does (”Plop, plop, fizz, fizz. Oh, what a relief it is.”)
Instead, we hear songs that have the emotional feel the advertiser wants to associate with the product. For example, Suburu used Sheryl Crow’s “Every Day is a Winding Road” to add an organic, free-wheeling feel to a big ad.
But you don’t have to be a hit songwriter like Sheryl Crow to get a placement in a commercial. For another one of their ads, Suburu used an unknown artist and song: Basia Bulat’s “Before I Knew.” Now, everyone is asking: Who’s that singer? What’s that song? And downloading it at iTunes. Here’s the commercial with the song…
=> Keep the lyric focused on a single emotional theme
To improve your chance of getting a commercial placement, choose an emotional theme that will appeal to advertisers. Look at the products that are being sold on TV. Ask yourself: What does this company want people to feel when they think of or use their product? Confident? Happy? Powerful? Loving? Whimsical? Adventurous?