Commentary Online Advert. It's as though once a vision statement is drafted in the corporate boardroom, it frequently goes out the door voiceless. Certainly television commercials give products some sort of voice with original scores or licensed tracks. But many of these scores do not serve the company or product identity. Instead they serve to enhance the commercial itself.
Licensed tracks pose another problem.
The commercials are transformed in the minds of viewers to music videos, and whether viewers identify the music with the product takes a back seat to the artist and to the video itself. Not the Brand Most conversations between agency creatives and the music-production team are usually limited to a few adjectives that describe the target demographic. There may also be some talk about how the music should work with the edit or how the score will enhance the emotional relationship between the actors or clarify the story. But these are all issues that apply to the commercial as entertainment. There is usually little strategic thought invested in how to actually create with sound a bond between the consumer and the product.