Ads – given the proper repetitious elements – can build equity. Like compounding interest, the whole can become infinitely greater than the sum of its parts.
Most companies have started a great campaign only to drop it too quickly before it had a chance to really compound its value.
We know, for example, that when we hear that fiddle music and Tom Bodett’s voice that Motel 6 has clean, comfortable rooms for the lowest price of any national chain. We don’t know what else he might say or where he might lead us, but we know him, and we know Motel 6.
They’ve built a style guide for their hotels through writing and voice and music and pace. Like another brick in the wall, those ads build a stronger and stronger foundation as the weeks, months, years, and decades go by.
We have clients who’ve been running the same campaign for eight years, seven years, five years…
Companies often tell me they think they need a jingle.
I get it. I get what they’re saying, which is really:
“We need some sort of signature that we can use in all our ads.”
Melody and meter help. They sneak in through the side door of the brain. It’s why you know all those songs you never intended to learn. Sound is powerful.
But most jingles are poorly written.
You’ve got the right idea, though, you companies that want jingles. Look for things you can repeat in each ad. Give us some signature ingredients we know we can expect.
The rest? Keep us surprised, please.