From: Uganda's Pied Piper
Re: Uganda's Pied piper: I hate to bring this up, but the question over lack of awareness/involvement on the part of American public may require self-examination…
From: Red, White & Harry
Bring on your bad self! If some foraign automaker thinks they can make hay out of detroit, just let'em try We can hang with the best, our automakers…
From: The Poison Apple
Unfortunately, depends on your p.o.v. I don' t have the disposable income to indulge myself in every fad that comes along, ergo, I am a "late joiner"…
Advertisers sell products by using the psychological and emotional responses consumers have to music. When we listen to a song from our past we relive the emotional sequence that took place when we first heard it. A conditioned response, our breath changes, heart beat quickens and often a smile will appear even before the song is recognized.
The American automaker icon Cadillac uses music tied to images to anchor buyers to their brand. For over a generation, Cadillac was known as a luxury vehicle that appealed to an older crowd with an average age of 64.
That all changed in 2003 when Cadillac kicked off the “Break Through” campaign that experts said was a game changer for the automaker.
The 30 second Super Bowl spot featured the Cadillac Escalade SUV , the CTS sedan and the tunes of Rock n Roll legend Led Zeppelin. The spot began with black and white images of a vintage Cadillac donning the exaggerated wing fenders floating down the road. The sound and beat of music was the classic “Rock & Roll.” The distinct lyrics “It’s been a long time since I rock and rolled, it’s been a long time since I did the stroll. Ooh, let me get it back, let me get it back… Been a long lonely, lonely, lonely, lonely, lonely time, yes it has.”
These words and lyrics spoke volumes to the intended market, younger men wanting to relive their glory days.
The reason this tactic is so effective in advertising is because the psychology of memory and emotion. The brain takes a snap shot or video recording of events of emotionally charged events and everything that was going on at that heightened moment
In this case 30 years ago Led Zeppelin was in its heyday and many 20 something men developed emotional anchors to the popular music of the day. Familiar music triggers these feeling or conditioned responses to stimuli. The emotional change of state for the targeted market of men became responsive to the “Break Through” campaign resulting in greater sales figures for General Motors and the Cadillac brand four straight years. The proof was in increased sales and the average buyer’s age went from 64 years of age to 59 years old.
What ad songs have drawn you in and why?
Graphic Credit:
Sabrina Segal
