ALLAN THE BUSINESS This Note’s for You Digital and Social Media Marketing EXPERT PRESS Popular Music + Advertising = and Advertising Collection DIGITAL LIBRARIES Marketing Excellence Victoria L. Crittenden, Editor EBOOKS FOR BUSINESS STUDENTS David Allan Curriculum-oriented, born- From Coca-Cola to Chrysler, this book takes the digital books for advanced reader behind the curtain of some of the best popular business students, written music in advertising campaigns of all time. It is little by academic thought know fact that fog played a critical role in the “I’d Like to Teach the World to Sing” campaign and that while This Note’s for leaders who translate real- world business experience taping the “Lose Yourself” video, the choir had no idea into course readings and Eminem would show up. Originally the Doors were reference materials for to be in the Cadillac commercials, not Led Zeppelin, You students expecting to tackle but one of the members of The Doors discovered that management and leadership Cadillac made the Escalade and suddenly declined Popular Music challenges during their because he felt it was environmentally unfriendly. professional careers. This Note’s For You talks of the people who created the campaigns with the songs we remember the most. + Advertising = POLICIES BUILT This collection of award-winning music in advertising BY LIBRARIANS campaigns is not available together anywhere else. • Unlimited simultaneous It shows where this art in advertising form has been, YOU FOR THIS NOTE’S Marketing Excellence usage where it is now, and provides the foundation for • Unrestricted downloading where it will go. and printing • Perpetual access for a David Allan, PhD, is the chair and professor of one-time fee music marketing at Saint Joseph’s University in • No platform or Philadelphia, PA. Allan brings to his academic career maintenance fees the experience from a 20 year plus career in radio • Free MARC records broadcasting that began as a disc jockey and ended • No license to execute as a VP/GM for Clear Channel (now iHeartMedia). The Digital Libraries are a Allan has a BA in communications from American comprehensive, cost-effective University, an MBA in marketing from Saint way to deliver practical Joseph’s University, and a PhD in mass media and communication from Temple University. Allan has treatments of important published in the Journal of Consumer Research, Journal business issues to every David Allan of Business Research, and the Journal of Advertising student and faculty member. Research. He has been quoted in Billboard Magazine, USA Today, and The Wall Street Journal. Allan also has the popular music and marketing website For further information, a www.marketingmusicology.com free trial, or to order, contact: [email protected] Digital and Social Media Marketing www.businessexpertpress.com/librarians and Advertising Collection Victoria L. Crittenden, Editor ISBN: 978-1-63157-001-8 This Note’s for You This Note’s for You Popular Music + Advertising = Marketing Excellence David Allan This Note’s for You: Popular Music + Advertising = Marketing Excellence Copyright © Business Expert Press, LLC, 2015. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher. First published in 2015 by Business Expert Press, LLC 222 East 46th Street, New York, NY 10017 www.businessexpertpress.com ISBN-13: 978-1-63157-001-8 (paperback) ISBN-13: 978-1-63157-002-5 (e-book) Business Expert Press Digital and Social Media Marketing and Advertising Collection Collection ISSN: 2333-8822 (print) Collection ISSN: 2333-8830 (electronic) Cover and interior design by Exeter Premedia Services Private Ltd., Chennai, India First edition: 2015 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America. Abstract From Coca-Cola to Chrysler this book takes you behind the curtain of some of the best popular music in advertising campaigns of all time. Did you know that fog played a critical role in the “I’d Like to Teach the World to Sing” campaign, and that the choir had no idea that Eminem was going to show up while they were taping the “Lose Yourself” campaign, or that The Doors were supposed to be in the Cadillac commercials, not Led Zeppelin, until one of The Doors discovered that Cadillac made the Escalade and suddenly declined because he felt it was environmentally unfriendly. This book talks of the people who created the campaigns with the songs we remember the most. Everything from Bob Seger’s “Like A Rock” (Chevy Trucks) to LMFAO’s Party Rock and the dancing hamsters (Kia). The result is a book that educates and entertains on what made these campaigns excellent and how to make excellent campaigns. This collection of award-winning music in advertising campaigns is not available together anywhere else. It shows where this art in advertising form has been, where it is now, and provides the foundation for where it will go. Keywords advertising, commercials, marketing, popular music Ain’t singin’ for Pepsi, Ain’t singin’ for Coke, I don’t sing for nobody, Makes me look like a joke, This note’s for you. —Neil Young, This Note’s for You. Words and Music by Neil Young © 1987 Silver Fiddle Music All Rights Reserved Used by Permission Reprinted by Permission Hal Leonard Corporation Contents Opening Act: The Brands .......................................................................xi Synchronization and Transcription Licenses ...........................................xiii Chapter 1 “Teach the World to Sing” … Coca Cola (1971) ..............1 Chapter 2 New Generation … Michael Jackson and Pepsi (1983) ...............................................................9 Chapter 3 Grapevine … Motown and the California Raisins (1986) ................................................17 Chapter 4 “Revolution” … The Beatles and Nike (1987) ................27 Chapter 5 “Be My Baby” … The Ronettes and Levi’s (1989) ...........35 Chapter 6 “Like A Rock” … Bob Seger and Chevy (1991) ..............41 Chapter 7 “Start Me Up” … The Rolling Stones and Microsoft (1995) ............................................................47 Chapter 8 “Desert Rose” … Sting and Jaguar (1999) ......................51 Chapter 9 “Pink Moon” … Drake and VW (1999) .........................63 Chapter 10 “Find My Baby” … Moby and American Express (2000) ................................................................81 Chapter 11 “Days Go By” … Dirty Vegas and Mitsubishi (2002) .....87 Chapter 12 “Lust for Life” … Iggy Pop and Royal Caribbean (2002) ..................................................99 Chapter 13 “Rock and Roll” … Led Zeppelin and Cadillac (2002) ......................................................105 Chapter 14 The Silhouettes … Various Artists and Apple (2003) ....111 Chapter 15 Angels … Bob Dylan and Victoria’s Secret (2004) ........119 Chapter 16 “Love Train” … O’Jays and Coors Light (2005) ............125 Chapter 17 “Back in Black” … AC/DC and The Gap (2006) ..........131 x CONTENTS Chapter 18 “The Hamsters” … Various Artists and Kia (2008) .......137 Chapter 19 “Lose Yourself” … Eminem and Chrysler (2011) .........153 Chapter 20 Horses and Dogs … Fleetwood Mac, Passenger, and Budweiser (2013 and 2014) ...................................159 Encore: The Bands ..............................................................................165 Notes..................................................................................................167 References ...........................................................................................175 Index .................................................................................................181 Opening Act: The Brands If you have had any marketing education or training you have undoubt- edly heard of the four Ps (say it with me now: “Product, Price, Place, and Promotion”). Well, I am here to suggest that the brands in this book follow the four Ms (“Music Makes Marketing Magic”). In fact, there may be more than four Ms. You will see that the last M also means Memorable, Mystical, Measureable, Manageable, and, of course, Money. In this book you will meet: Paul Chibe, former CMO of US Marketing of Anheuser-Busch InBev (the company that believes that the “the enjoyment of great music is inspired by a love of great beer”1), the father of music of Budweiser’s Made in America and both Budweiser Super Bowl commercials with pop- ular music (“Landslide” and “Let Her Go”). In the case of “Let Her Go,” this was the third most memorable ad in this year’s Super Bowl according to marketingcharts.com.2 Michael Sprague (he was on NBC’s “The Voice”), current EVP of Kia (the company with the “pack of music-loving hamsters”3), who called the commercials “a bit magical.”4 He uses music to attract Millennials. “We’ve become a really cool product that people have started to notice.”5 “It is clear that music and pop culture, indeed, has played a key role in Kia’s resurgence.”6 Kia sales were up 9.8 percent in 2009.7 Olivier Francois, current CEO of Chrysler and CMO, who con- vinced Eminem to license “Lose Yourself” because both brand and artist were “imported from Detroit.” How many CEOs you know can direct “the crescendo leading into Eminem’s line: ‘This is the Motor City. This is what we do’” as Francios did. To which the commercial’s producer, Luis Resto, remarked: