Has the classic advertising jingle become antiquated, an old school approach that harks back to a certain era in advertising?
McCann Melbourne’s executive creative director Pat Baron reckons as much. He says: “The term jingle is not a term we use anymore because it doesn’t define what we do with music. It was created at a time when certain media dominated: television and radio.”
Forget about a catchy little ditty that sticks in your brain whether you want it to or not – remixed songs are now all the rage. Think Coles and its reworking of the Status Quo classic Down Down, Prices are Down.
Mike Brady of BradyWorks, the man behind the perennial “Luckyyyyy, you’re with AAMI” sees this new trend as “lazy”.
“It surprises me because making jingles was a lot cheaper than buying the rights to existing songs,” he said. “I’ve always recommended, that people spend the money in the first place to get something commissioned that they effectively have use of rather than having to roll over a well-known song every year.”
Still, some jingles will forever stand the test of time. Here is a list of B&T’s top 16.
1. I feel like chicken tonight
Nothing makes you nostalgic like folks clucking like animals and flapping their arms about doing their best chicken impressions.
However the most recent work from the brand has seen the phasing out of the tune. Georgia Bruton, managing director of The Integer Group, the creative brains behind the latest ad, said it was time for a brand refresh for a younger generation.
“The way in which we wanted to use it was about making sure that people that knew it from the 90s recalled it and it triggered that little thing in their head, ‘ah, good ol’ chicken tonight’ and positive associations come back,” she said.
2. My dad picks the fruit
Tracie Telfer from Clemenger BBDO, said her personal favourite was Cottee’s Cordial. “It stirs childhood memories of playing outside on summer days…and it’s just so damn catchy!” she said.
3. Come in and see the good good good guys
The mashed up rendition to The Beach Boys popular tune is definitely one that’ll get stuck in your head.
4. lucky you’re with AAMI
“Everybody knows it and it was original,” Brady, the man behind the song, said. “The line ‘lucky you’re with AAMI’ – when I wrote that I’d been away sailing and my friend, every time something happened like the mast fell off or propeller dropped off, he’d say “oh bad luck” which was a new expression in those days.
“When I was asked to do it, I said ‘let’s say ‘AAMI because you can’t help bad luck’ and the advertising creative director said it was too long. ‘Why don’t we just say lucky you’re with AAMI‘ and it became a very powerful positioning. It didn’t come from a massive 58 page strategy, it came from a jingle.”
5. Happy Little Vegemites
Look how happy they are. This one is a fav of many of the industry’s creative heavyweights.
6. The Freshmaker
Damian Damjanovski of Common Ventures says this jingle is one of the best “because every time I see a packet of Mentos I still hear the little jingle playing in my head”.
He said, “It’s quite sticky, and I’d guess most Australians will still know that jingle quite well.”
7. Caramello Koala
Who doesn’t love this gooey and sweet Aussie spot? from Damjanovski and Giles Clayton, junior copywriter at Clemenger BBDO.
8. Banana Boat
Banana Boat was the one of the favourites of Evan Buist, founder of music crowd sourcing site, Need A Jingle.
“My favourite jingle is probably the one I most regularly find myself unconsciously singing. The most effective in my view would be a close tie between I like Bing Lee and Banana Boat.”
9. I like Bing Lee
You know you do too.
10. Aeroplane Jelly
A jingles list wouldn’t be complete without including the little girl swinging and singing about jelly. For Danielle Lattuca, senior studio designer at Clems, it reminds her of her childhood.
“I still remember playing on my swing set as a child and singing the song, re-enacting the TVC,” she said. “It’s one of the few ads that I still remember all the lyrics too, along with having the visual in my mind.
“To this day, if I’m gonna buy jelly, it’s gotta be Aeroplane Jelly.”
11. Good on ya mum
Tip Top really is the one.
12. We Love Football Meat Pies Kangaroos and Holden Cars
“It doesn’t get any more iconic and Australian than the Holden ad from the late ‘70s – ‘We Love Football Meat Pies Kangaroos and Holden Cars’,” said Luke Littlefield, CEO of Dentsu Aegis.
“As a kid I absolutely loved it. Anyone old enough to have seen it will remember the jingle and the footage that captures Australia and the era perfectly.”
13. Spray ‘n Wipe
Adele Te Wani, director at brand activations agency 31st Second, says this jingle is “catchy and annoying at the same time!”
14. Wouldn’t it be nice
If someone sang in your face ‘Wouldn’t it be nice…’, would you finish it with the ‘if we were older’ or ‘if the world was Cadbury’?
15. always coca-cola
“Because it resonates with a pop song. It’s been stuck in my head all morning and it’s enjoyable to sing along to in my head,” said B&T’s Nikki Majewski.
16. Mellow Yellow
Mellow Yellow got a specific mention from B&T’s editor in chief, Dave Hovenden. “It reminds me of my childhood.”
What’s your all time favourite jingle? Tweet us @bandt and tell us which ones are your favourite.
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