There’s something undeniably powerful about music. One moment, you’re casually watching TV, and the next, you’re humming a catchy tune from a commercial without even realizing it. That’s no accident. Advertisers have long known that music is one of the most effective tools for grabbing attention and sticking in your memory. From upbeat jingles to iconic pop songs, the right music can turn a simple ad into an unforgettable experience.
So how do TV commercials use music to burrow their way into our minds? Let’s break it down.
The Power of the Jingle
Back in the day, jingles were the bread and butter of TV advertising. Short, catchy, and often a little cheesy, jingles had one job: to make sure you remembered the product long after the ad was over. And boy, did they work. Think of the old McDonald’s jingle, “You Deserve a Break Today,” or the Oscar Mayer song about bologna. These tunes didn’t just advertise a product—they became part of pop culture.
Jingles worked because they were simple, repetitive, and easy to sing along with. They tapped into the same part of our brain that makes us remember the chorus of a song more than the verses. Once you heard a jingle a few times, it was hard to forget. It’s why, even decades later, you might still find yourself humming a tune from a commercial you watched as a kid.
But jingles aren’t as common today as they once were. Advertisers have shifted towards using popular songs or creating more subtle soundtracks for their ads. Still, the jingle’s impact on advertising history can’t be denied.
Pop Songs and Commercial Magic
These days, you’re more likely to hear a chart-topping pop song in a TV commercial than a custom jingle. Using popular music in ads has become a go-to strategy for brands looking to connect with audiences on an emotional level. Songs like The Black Keys’ “Tighten Up” for Zales or Fleetwood Mac’s “Landslide” in Apple ads create a mood that resonates with viewers beyond the screen.
What makes pop songs so effective is their emotional connection. You might already have a personal association with the song, whether it’s nostalgia or just a favorite tune. When that song plays in a commercial, it taps into those feelings, making the ad more memorable and, ideally, making you feel something for the product.
It’s not just about picking a song that sounds good. Advertisers carefully choose music that reflects the brand’s identity or the message of the ad. A high-energy song can make a product seem fun and exciting, while a slower, more emotional track can make a brand feel thoughtful and meaningful.
The Rise of the Earworm
While pop songs and jingles have different styles, they both create what’s known as an “earworm”—a piece of music that gets stuck in your head. And this is exactly what advertisers want. If you’re walking around all day humming a song from a commercial, there’s a good chance that brand is going to stick with you, too.
Even though the term “earworm” might sound a bit creepy, it’s actually a brilliant marketing tool. Take the Old Spice “I’m on a Horse” ad or FreeCreditReport.com’s unforgettable jingles. They may seem silly or even absurd, but that’s the point. They latch onto your brain and refuse to let go.
The key to an earworm isn’t just repetition, though that helps. It’s about making the music catchy, simple, and tied to a strong visual image. It’s no accident that some of the most memorable commercials also have a great song backing them up.
Music as a Silent Message
Sometimes, the most effective music in commercials is the kind you barely notice. While pop songs and jingles demand attention, many ads use more subtle soundtracks to create a specific mood. You might not even remember the music after the ad ends, but it helped shape how you felt about what you were watching.
For example, car commercials often use ambient or cinematic music to create a sense of luxury or excitement. Perfume ads rely on soft, almost dream-like music to evoke elegance and desire. Even fast-food commercials might use energetic rock or hip-hop to make the product seem bold and fun. The music isn’t always the star, but it plays a supporting role that’s just as important.
When a Theme Song Transcends the Show
Some commercials go a step further and use music that has become iconic through TV shows, often borrowing a familiar theme song. Take the use of The Office’s theme in ads for workplace-related products, or Stranger Things music in promotions for nostalgic or 80s-themed products. These songs don’t just add mood—they immediately create a connection to beloved shows and their fanbases.
Advertisers capitalize on this connection, knowing that the theme song alone can stir up strong emotions or memories, making the product more appealing just by association.
