7 Most Memorable Advertising Syncs

“In 2012, Channel 4 released the ‘Meet the Superhumans’ film and campaign. The track used was 'Harder Than You Think' by hip hop legends, Public Enemy.

This film celebrates the abilities and drive of some of the top UK paralympians in a way I hadn't seen before, visually. The thing I love about this track is the horns in the instrumentation, particularly the uplifting and rapturous energy it provides. The surprising use of Public Enemy's track forces you to pay attention, as it wasn't the norm to pair this type of track with Paralympic sporting events (at the time). I also love the juxtaposition of using an older track with attitude, alongside contemporary visuals. 

Hip hop’s origins are all about being heard, seen and being embraced for who you are. So, the main reason I think this track resonates with me, is that I can see the parallels between what the paralympic athletes and the hip hop genre have had to overcome. 

To sum it all up, brave and eclectic music choices can have a huge impact on how your advertising will be perceived, and this film is a great example of that!”

 

“What a track. It plays such a pivotal role in telling the story of pure defiance and celebration in the film. Nothing sombre here. A step change in tone that has, thankfully, caught on like wildfire. So good that it transcended into pop culture, jumping back into the top four after its 2007 release. Pretty sure they still play it as the intro on ‘The Last Leg’ too. Lovely stuff.”

“Makes me feel excited like I’m just about to jump into something wonderful and the world is about to explode! It’s like the feeling before you fall from a great height.”

“This was a very creative pairing of an experimental track and mainstream brand. I remember when I first came across the ad online - it had a huge impact on me. As a big Amon Tobin fan just beginning to learn about the role of a music supervisor, it made me appreciate how a tasteful yet unexpected placement could elevate a brand's cool-factor. 

The track has since disappeared from DSPs, I think possibly due to a sample clearance issue. I would love to find out how this was handled by the music supervisor back in 2010!”

“One of the most memorable in recent memory for me was the incredible Bodyform commercial from last year which used the Martoda remix of the house classic, ‘Deep Inside’ by Hardrive.

 

The track itself is a darker reimagining of the 90s house classic with jittery percussion and tense synths playing against the vocal creating a feeling of unease which does an amazing job of highlighting the pain many women and people with wombs experience. 

Visually the commercial is super striking in its use of colours which gets further highlighted by the minimalist composition and stark sound design. You also have the great choice of lyrics further highlighting the internal pain and discomfort experienced during periods. For me this a great example of how, within advertising, creatives can leverage recognisability while still making exciting and bold choices.”

“In a crowded TV advertising schedule, this advert was like an oasis. Stunningly shot in cinematic black and white with a classical music track that had as equal drama as the film. No voiceover. It was pure class. 

 

I just watched it again and it stands the test of time. Brilliant.”

"Brilliant spot, perfect track. Not sure there's much more I can add."

"Jonathan Glazer's effective use of music explains why he has earned a well-deserved spot on this list for the third time! One instance that stands out is Harry Nilsson's, 'Everybody's Talkin,' in the Club Med City advert. The track plays a pivotal role in shaping the ad's overall impact. It’s warm yet bittersweet and reflective, and perfectly embodies the main character, who’s confidently in his own lane.”