A rose is a rose by any name, and – hey – jingles are roses that we in the advertising industry just lurv!!
The first ever jingle was presumably the Town Crier’s bell, though I’m sure the custom predates even that: maybe the street vendor’s refrain? Even Dickens is credited with a poem written to a popular tune which appeared in a newspaper in praise of a boot-blacking factory.
Wheaties started the modern trend in the US for jingles, with a series of hugely successful radio ads in 1926. Now it’s got to such a pitch that no tune is sacred: Moby’s album ‘Play’ had every single track licensed for commercial use – by eager advertisers who were queuing up to outbid each other!
Yes – we luv’em!
It’s not just the recognition value. Psychologists call it ‘brain itch’: you can’t get it out of your head, so your brand awareness grows and grows, even though the campaign for which you paid ended last year! Now that’s what I call ROI.
I’m even thinking of doing one for Marcom, though I fear our tuneless rendering of ‘Postman Pat’ may have the opposite effect to that desired!
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