How do you stick out from the clutter? We are bombarded by so much stuff, it's amazing we can function! And that's where Broca's area of the brain comes in.(Thanks, Wizard of Ads.) Yes, that handy little pre-frontal lobe gatekeeper only lets through what it thinks we would be interested in.
And that's why jingles are so successful. The mind likes music, and if you cloak your message in music, it gets right through, and before you know it you have hooked the brain on your hooky jingle.
Most times jingles end up being the name of the business and a positioning statement, and then all the gobbledegook that the client wants you to say at the speed of light so you can loose your audience's attention again, but occasionally art and science win out and you can smoke through a winner.
Here is an example of a jingle for a Palm Springs California restaurant called Papa Dans. An Italian restaurant, we channeled Louis Prima and said Papa Dans 15 times in 30 seconds and conveyed location, selection, atmosphere, vibe and a whole lot more. Check it out. From your friends The Jingle Kings. Regards, Bob Brown
I couldn't agree more Bob. Jingles are a great way to cut through all the clutter on the radio. I especially like that the jingle you posted is themed with Italian music and singer. It really sticks in the mind!
Thanks, Mike. When I was going to Berklee College of Music way back when, who knew I would be doing jingles!
Are you a radio guy? Regards, BB
Yes Bob, behind the scenes (in most roles imaginable) and on air at commercial radio stations for 17 years now radio imaging at my own production company Music Radio Creative. It's such a creative niche to be in (creating jingles). I look forward to hearing more of your work. All the best, Mike.
I agree that a good musical jingle can work wonders. I once ran one in Palm Springs and when I went out there for a media event people actually sang the Diamonds by Klure song back to me. The problem lies in the Jingle Mills who take some music tracks they bought and jam worthless lyrics into them.
I've had to deal with these "Musical Concept" people and I'd rather buy a used car from them. There is local talent who know music, know advertising and know what will work. Hunt them out and work with them. They may cost more but they will be worth it.
Also remember that any good package has a number of cuts to work with. :60's and 30's. donuts and open ends, as well as full sings. Not to mention long form and instrumental that the client can put on his phone on hold. A good jingle works best when it gets all kinds of exposure.
