Commercial songs are not necessary to appear merely in commercials

Have you ever searched a song stuck in your head forever? Commercial song is not a new idea in the advertising field; a nice commercial song can always trigger the interests of the audience. Many people cannot figure out what the song is in the commercial, and tend to search it online immediately. Commercial song is continuously utilized for attracting attention and inspiring emotional response from consumers. Below is the song I love most, which had been used by Japan Airlines (JAL) for over 2 years:

I had worked in JAL for several years during which many colleagues and passengers like me showed great interest and affection to this song. It is “I will be there with you” sung by Katherine McPhee. From 2009 to 2011, the 3 minutes JAL promotion video with this nice song was displayed in each JAL flight during the time of passengers boarding and disembarkation. This video focused on showing the sincere work attitudes of each groups of JAL members ranged from ground staff to cabin attendant so as to emphasize the customer-oriented culture of JAL. This song matched the video theme perfectly by the moving music and lyrics.

Commercial songs are not necessary to appear merely in TV ads. JAL displayed the promotion video in the cabin, which made the memorable song and passengers’ current experiences work simultaneously to enhance customer brand experience. Additionally, this video directly targeted the loyal passengers of JAL. Playing brand song directly for the core consumers can also be applied to fashion brands or restaurant brands. At least, a beautiful song can bring consumers a good mood for shopping or dining.

Some commercial songs never appear in commercials, but you may easily associate them with specific brands, such as the following “I’m lovin’ it” by Justin Timberlake:

This song was viewed over 12,767,019 times, and led to a heated discussion about the relation between Justin Timberlake and McDonalds. Whether it is a McDonalds’ song? The topic is interesting enough to move people’s attention from the song to McDonalds. No matter how many people like or don’t like the connection between Justin’s “I’m lovin’ it” and McDonalds, McDonalds has already won through this heated consumer debate regarding enhancing the brand awareness among young people.