I’m very happy to see AAMCO using an actual jingle in their latest “I Got A Guy” campaign. I believe jingles sell better than today’s “lifestyle” spots. Lifestyle spots typically show glossy images of contemporary folk enjoying life while accompanied by a recognized hit song. The ad tries to gain influence from the song’s established popularity. Lifestyle ads are the most popular type of TV commercial. And that’s the problem. The spots all merge together in the viewer’s mind. So many ads are created in this style that viewers don’t differentiate between one spot and the next. Everyone is basically selling the same upbeat lifestyle, therefore, the products become muddled together or just forgotten.
A jingle is more specific because it is written for the actual product. It’s a custom piece of music writing tailored tightly to the spot or campaign. Jingles are seen as hokey throwbacks but their power is still evident. If you are over 25 years of age you can probably still think of jingles you heard in your youth. That’s real branding. The jingle has ingrained the product into your consciousness, probably for life.
Jingles have been out of the picture for so long that AAMCO is almost breaking new ground with their campaign. Their “I Got A Guy” campaign features the upcoming band Whiskey Falls. With echoes of great southern rock bands like Lynyrd Skynyrd, Whiskey Falls creates a hard-driving and very entertaining spot. Make no mistake – this is a jingle. It sells the AAMCO brand and even ends with AAMCO’s famous “Double A – M – C – O” brand slogan (a slogan which was conceived during a time when jingles were valued).
The AAMCO spot shows what today’s jingle could be. The song doesn’t have to be lame or corny. There are plenty of modern music styles that could be composed directly to the product. To me, the jingle is a far better way to sell. It might not be the hippest way to sell but I’ll bet it pulls better.
—– The other thing I like about the use of jingles is that they are a move away from the rampant plundering of our greatest recordings and the excessive attempts to link hit songs to products which they have nothing to do with.
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