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Christmas is over and the sales are already up and running - Now is a perfect time to think about which clients will benefit from a new Jingle this year, or even their first jingle!
With growth forecast at pretty much flat this year, clients will want their advertising to be catchy, familiar but also be a sound investment. Jingles hit the bullseye.
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It is very easy to overuse kids. They are very catchy on radio, and there is hardly a product out there that wont benefit from some dimply brat yodelling the product name. Use them too often, however, and their appeal can ware off very fast.
However, when a good use comes along, you should go for it. The Nanny commercial I wrote for Black Pig was one good example. Another, and more obvious one perhaps, is the music I have just produced for Northamptonshire Childcare services. The idea wasn't mine, the creative at Northants 96 come up with that, but the execution was. A gentle bit of orchestra and a handful of willing voices from the local theatre school and we have the perfect accompaniment for their message and help to get across an awkward phone number.
Great, sensible advertising.
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Just finished loading up our newest show reel. This is a real mixture of older numbers and new ones from the last few months. Click on "Current Show Reel" or look at the video version.
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Okay, I have to admit with most client when I propose a very gentle orchestral or ambient jingle, I normally get the comment, "when do the drums come in."
 So it was a little bit of a surprise when the chap from Voice Mobile said he preferred the one WITHOUT the drums. Well to be honest, so do I, and I am very pleased that he went that way. However, in the life of a jingle or music ident there can come a point when you need something that is a little more hard hitting. So, we have supplied him with a second set of mixes with some great drumming in it, just in case! No skin off our nose, and may give him that extra variation in the future.
Below is his preferred one, however, and it is rather lovely.
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A Western theme, full on big band, a barbershop, and a 1970s singing family? What on earth have we been up to? It must be that music stuff doing its bit for advertising.
The trick with doing music that has more than a little bit of fun in it is to do it really, really well. If you want something that the Partridge Family or the Brady Bunch may have done, you have to approach it as seriously as possible, In this case, get Kim Chandler to stand up really straight, put an incredibly innocent face on and be really "earnest" about the lyrics.
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