Smelly Cat - Blog Posts
Boo Hiss: Jingles
It would appear that the commercial jingle is back and back with the vengeance of a Spider-Man, a Conan the Barbarian, or a guy from any movie/show/legend in which he becomes a Gladiator.
Looking back on my childhood, the jingle that stands out most is Meow Mix. That little cat is now singing inside of your head. With one onomatopoetic word, they created something that stuck with people, across generations, for years and years. Smart.
The only other two stand out examples are products of Chicago-land's greatest carpeting and flooring rivalry: Empire vs. Luna. Here are the lyrics to these two jingles:
800-588-2300 Empiiiiire
vs.
773-202-*sound of four phone keys being pushed* Lunaaaaa
Creative. Anyone who grew up within a three hour radius of Chicago can start one of these jingles, and by the end at least two other people will have joined in. What they lack in creativity, they make up for in brevity and being memorable. Smart.
Now, all this is to say that the jingle has always seemed to me like a thing of the past to me, like something out of I Love Lucy. They're effective only to a certain point (e.g. I don't buy cat food, and I've not yet had a need for floor covering), and, most importantly, they can backfire. The recent outcropping of jingles has, I fear, done just that.
Take this piece of crap for instance: http://www.youtube.com/watch?v=UH3CshbUHZY&feature=related
This is what my brain does during that commercial:
"This song is relevant to pizza, but what's all this scrawling across the screen? It's too small then TOO BIG! And his red pants and his murdery red room and he sounds a little pitchy, dawg and the doodling's not helping. Those rocker hands look like cacti. Who is that big-nosed guy in the back? Is that Inspector Clouseau? That's a pretty big rip-off, and he doesn't have anything to do with pizza! Oh, it's over...What was he saying"
Not smart.
This commercial jingle from Post-Its though makes the Pizza Hut song sound like sweet baby cherubim: http://www.youtube.com/watch?v=2Q3DMW4e0OE
I am filled with bilious rage on hearing this song. This isn't even a jingle anymore, this is a 90s lady-singer-songwriter jam about plastic tabs. It reminds me of that episode of Friends where Phoebe's old music partner comes back, and she writes shitty jingles for stew and sells out "Smelly Cat" (fun fact: that actress also voiced Tommy Pickles!).
Look, Post-It has a brand and they are sticking to it. Their products truly make my life easier, but there are no ground breaking situations in which I'd use a "durable tab" they've presented to me there.
Where would I use "a durable tab"? Pretty much anywhere I have a plain old, REGULAR POST-IT like my planners, cookbooks, files, paper work, but for Pete's sake, if your binder dividers for a home assembled take-out book didn't come with built-in tabs, then that's your fault for being an idiot and not thinking about that at Office Depot when buying them.
NOT SMART.
I do not think these jingles are effective. I do not think they have a place on my TV or in my brain. The problem that they demonstrate is that we're moving away from the purpose of a jingle in the first place. It was quick, catchy, memorable. This latest crop are long, over-wrought, over-produced songs. They have nothing original to say, they're just statements with a tune.
It's tough to admit given their abundance, but the only people doing it right are the Free Credit Score guys. They are clever and present their information in a unique way. I'm not super pumped when one gets stuck in my head, but when it inevitably does, I don't want to kill all the things in the world (lookin' at you, Post-its).
In the end, if you're not using music as a means to disguise an otherwise boring ad, you can stick around. But if you are...then BOO HISS.