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High Five: The Power of Sound


Senior art director and ACD at Swift Co., Emily McNulty, reflects on a fun and eclectic range of projects keeping up with the trends

High Five: The Power of Sound

With the resurgence of sound-on social best practices and music-centred creator currency spearheaded by TikTok, creative teams in North America are experimenting with new ways to capitalise on the power of sound. Here's my top five...

Burger King - 'You Rule'

Agency: OKRP
Production: Station
Sound: Beacon Street

The hyper repetitive jingle and sports-focused ad buy has captured the attention of meme creators everywhere. The jingle breathed new life into an old advertising tactic, and the way the online community has embraced it (whether they hate to love it or love to hate it) has made for an instantly recognisable brand impression of modern Rick Roll proportions.

HBO - 'The White Lotus' Opening Credits

Agency: Plains of Yonder

If you’re anything like me, you decided to watch 'The White Lotus' because of the sheer volume of people on TikTok using the opening credits sound. Everything about the show and its cast is iconic, but I give credit to the opening track for indoctrinating its viewers into its drama-loving, wine-drinking, Coolidge-crazed cult. The TikTok virality of the track signalled - this is something you don’t want to miss.

Jimmy John’s - 'MILF & Cookies: Red Velvet'

Agency: VaynerMedia
Production: Eva Nosidam Productions

But what happens after a sound becomes a sensation? Following the popularity of his song 'Betty', on TikTok, rapper Yung Gravy doubled down on his love of older women in a new campaign for Jimmy John’s. While it’s a fun concept, I can’t help but think JJ’s missed an opportunity here to have Yung Gravy do what he does best: give us a hook we can dance to.

DiGiorno Pizza x TikTok - '#fullystuffedsoundtrack'

To get people talking about the release of DiGiorno’s fully stuffed-crust frozen pizza, top TikTok music talent turned out with original tracks to commemorate the product. This spread of creators targeted a wide cross section of FYPs, and the songs paid off with their core audiences, resulting in over 217 million views.

Progressive Insurance - 'TV Dad: Sitcom Intro'

Agency: Arnold Worldwide
Production: MJZ
Post: Brickyard
Music company: JSM Music

Like sound itself, nostalgia is a powerful tool. Here, Progressive taps into both to give us a cheeky spin on opening credits.


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High Five, Wed, 01 Feb 2023 12:30:02 GMT