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Okay, so The Grout Guy has reminded me how snobbish adland can get about jingles. Done well (and even done just annoyingly), they're great for brand goodwill and mnemonics. Here are some of my faves: https://twitter.com/incrediblemelk/status/1247877383127883776
Roth Newton Recliners – to make sure people get the name of the company right (i.e. not 'Ross Newton'): "Come in, sit back and relax with Roth Newton/R-O-T-H New-tuhhhhhhn".
Lube Mobile – they need to make sure people remember the phone number. (I wish YouTube had the operatic one "They fixed the caaaaaah!") And what is it? That's firteen firty firty-two
Likewise, when you're a reading and writing hotline, a jingle is the best way to get your target audience to memorise the number. That's one three triple oh! six triple fihhhve oh six
Of course the SunSmart message has been somewhat diluted recently by adding 'slide' and 'seek', but Sid the Seagull and 'Slip Slop Slap' is one of the great public health campaigns:
'Make Those Bodies Sing' is such a clever way to use the syllables of 'banana' in the jingle:
Adland loves storytelling series (cf. Rhonda & Ketut), but the Spray n' Wipe series with Paula Duncan does the same with music. It's fun. It demonstrates the product. It's iconic. We used to sing these in the playground:
We think of jingles as lowbrow, but the Cottee's Ice Magic jingle depends on prior knowledge of Noel Coward's satirical songs which no kid would have – but maybe doting grandparents (who might treat those kids) did. A canny move.
A lot of the greatest jingles are from the '70s & '80s. Maybe this was a jingoistic time (cf. 'Come On Aussie Come On', 'Aussie Kids Are Weet-Bix Kids'), but it was certainly a jingle-istic time! Snappy Tom 'The Cats of Australia Have Made Their Choice':
Some jingles that we think are Australian were actually imported, like 'Football, Meat Pies, Kangaroos & Holden Cars' and 'I Feel Like Chicken Tonight'.
A good rule is that if it was parodied in a TV sketch comedy show, it was probably an effective jingle. See: 'Install A Rheem' and Sorbent 'Little Fat Kid'
I think @morrbeat and I referenced "I'll sing you a song, a song of the sea/Birdseye Fish Fingers" in our novel #TheHotGuy:
VB 'A Hard Earned Thirst' is deservedly an Oz-ad icon. But I think Campbell's Chunky 'Warm Tinny' is so fkn funny in adapting the same macho stuff to tinned soup. Underrrated jingle!
It's easy to make fun of ads that try to be young & cool, but when I was a kid we loved the BMX Bandits-themed Snak Pack rap. As we used to say: if it wasn't for Snak Pack – GET STUFFED!
And to get a public transport safety message across to triple j-aged audiences, you make the kind of song they play on triple j – 'Dumb Ways to Die':
Carpet Call has been using 'The Experts in the Trade' for decades. I saw it on TV just last night. It's branded them for carpets like 'Lucky you're with AAMI' for insurance or 'Bunnings Warehouse' for hardware.
Speaking of Bunnings, never underestimate (extremely Jerry Springer Babysitter voice) the power… of jazz. Baker's Delight had a lovely musical campaign.
The original Cadbury Roses 'Thank You Very Much' jingle was so delightful & strategic. But this recent tryhard jingle absolutely fucked up everything that was charming about it:
I don't even work in advertising and I still make up stupid jingles. Here are some bad Garageband demos. 'Keys, Wallet & Phone': https://soundcloud.com/incrediblemelk/keys-wallet-and-phone 'The Cho in Chobani': https://soundcloud.com/incrediblemelk/the-cho-in-chobani and of course, the toast I like most, 'Raisin Toast': https://soundcloud.com/incrediblemelk/raisin-toast
