Post by John DeanThe latest Pringles ad has a little text message in the bottom right hand
corner giving the artist's name and the name of the track.
Excellent idea!
Will it catch on?
Unfortunately its unlikely. Most Creatives and Producers will fight
attempts to put extra text on their ads. Agency account managers may
sometimes negotiate smaller music fees in return for some promo but
its very unusual. It all depends how much they think the music drives
the ad i guess. And also, often a buzz can be created online by ppl
asking what the music in an ad was (at variuous popular sites) which
promotes the product and brand virally.
The general feeling within agencies (and their clients)is that the ad
is there to promote the product and not the music. Which when you
consider the amount of money spent on some campaigns isn't surprising.
Personally, i feel they could really exploit the situation by driving
people to a site with the msuic and product links on but i've come up
against a wall on this one. For the reasons above.
I recently helped place the music for the Simple Regeneration ad and
there was no way the ad would have housed the name of the track or a
URL. But i've since seen a few forums where ppl are asking after it
using the brand name as an identifier....
A shame - i'd love to see more of it but there you go.
Ian