Fresh or Familiar? The Key to Musical Cut Through

The phrase ‘I’ve heard it all now’, is one that’s thrown around fairly often. However, the advertising industry is consistently thinking of ways to prove the saying wrong. Whether it be through a familiar jingle, a chart-topping hit, or an unknown music by an up-and-coming artist, brands are consistently finding ways to carve out space in our musically-inclined brains, with the hope of making a lasting, genuine impression.

But, what works best? For some, the answer lies in original music composition, giving a brand the opportunity to truly ‘own’ a sound, and also the kudos of unearthing an as yet unknown musical talent.

For others, a pre-existing musical number is the perfect accompaniment to a brand campaign. Not only can a well-known track align with the campaign itself, but it also plays into the power of memory and nostalgia, taking consumers on a journey through sound that they hopefully intertwine with the product itself.

There’s also a middle ground that’s become popularised over the years – taking a well-known song and reworking it with a cover or remix by a new artist. This allows brands to do both: flex their musical knowledge of the tracks that truly connect, and show-off that their finger is on the pulse of what’s new.

What’s evident, however, is that every music choice must feel truly authentic to the brand while building on a pre-established identity and contributing to that brand’s story. Music that’s chosen with the hope of going viral or to simply hop on to a trend is unlikely to truly resonate.

We asked experts to share their takes on how to leverage the recognisable and the original when it comes to music – below is what they had to say.

Elvin Lin

Music supervisor at TBWA\Media Arts Lab, Singapore

The choice between familiar or fresh music in advertising isn't about popularity – it's about strategic impact. Familiarity emerges from a song's biology: recognisable chord progressions, instrumentation, or genre signifiers that evoke trust and comfort. You can still achieve freshness in familiarity by introducing unexpected elements. For example, covers that bring new voices to familiar tunes.

Rather than viewing this as a binary choice, consider it a sliding scale. Calibrate your music selection based on campaign goals, whether launching products, supporting brand values, or illustrating lifestyles. High licensing fees for familiar tracks become justifiable when they uniquely amplify your message with irreplaceable emotional relevance.

Fresh music can help establish a brand’s unique sound but it must align with its long-term narrative and not be used for the sake of pure novelty. The most effective campaigns feature music that feels inevitable, because it’s woven into the fabric of the message. It enhances the storytelling and therefore is inherent to the creative idea.

Dan Pritikin

Creative director at SOUTH Music

A lot has actually changed in recent years in the world of music supervision. While really well-known songs are still the most expensive item on the menu, they are not nearly as expensive as they once were. And many songs that were once a ‘hard no’ for ads are now fully available for the right price. This has created the irresistible temptation to go for the most obvious and most familiar song you can find: one with so much pre-existing ‘equity’ that it feels like a slam dunk to clients. But of course, a big song runs the risk of overshadowing the actual story or brand, especially if it was picked more for its recognisability than anything else. Conversely, music supervisors LOVE unearthing forgotten gems or introducing clients to emerging artists, but, again, that can't be the most important thing.

The story the music is helping to support should lead the way. A great way to lean on familiarity while still creating ownership is to explore covering well-known songs. Perhaps pairing an up-and-coming artist with a classic song is the way to get the best of both worlds. We recently had success in covering Frankie Valli's 'Can't Take My Eyes Off of You’ with LA-based rockers, Buckets, for AT&T. The spot was set at a wedding, making the song choice perfect, but the tone of the spot was more fun and raucous, so our punkier interpretation was necessary to do the story justice. All this is to say, the creative process doesn't have to stop once you find a song. Because what you choose to do with the song can bring so much more to a brand or campaign.

Above, 'Wedding Photographer' for AT&T

Daniel Kuypers

Head of music at Omnicom Production

When looking for music to pair with a brand, our central focus is: who are we trying to reach with this music and, and how and where do we best connect with them? Music is the language of emotion, it’s the number one passion point for numerous generations. But the path to their attention is different. For older generations we aim to lean into music they listened to when they were young. Nostalgia is a powerful tool, and people tend to gravitate to songs they grew up with. For newer generations, discovery and fresh sounds are generally more impactful. Being the cool kid on the block is something many of us aspired to in our youth.

The best practice to utilise either path effectively is to have harmonious integration with the creative, the media placement, and, to be consistent in your approach. Developing a sound strategy for using audio and music is key to keeping your music usage in lock step with your creative and media. Understanding who your audience is, and what they listen to is key to ensuring your consistency is paying off.

By using an instantly recognisable song, you are not guaranteeing a successful piece of advertising, and by using something newer and less known, you are not throwing in the towel. But, if you are putting your content where people gravitate towards famous music for a chance to hear it, the ears on it will be more receptive. And, if you are utilising placement of newer music, where newer listeners are hanging out, you’re meeting them where they want to be.

Paul Greco

Executive music director at VML

Brands are always trying to cut through the clutter of messages in their communications to their audiences. Whether it’s deepening the bond with their current loyal consumers or trying to build new ones, music has always been an effective tool to make the connection and there is more than one strategy to do so.

Having been a staple of the advertising world for decades, the ‘jingle’ was an amazing and effective way to connect with an audience by composing a catchy tune about a product or a brand. The jingle reached its peak in the early ‘90s, when it started to fade for the use of popular music licensing. People could sing jingles just as easily as they could sing hit songs on the radio, giving brands tremendous recall and retention. The jingle has made a comeback in the past few years as some legacy brands have brought back their ‘iconic’ jingles and some created new ones in the form of sonic branding. The best part of custom music is that it normally will only be property of the brand and not be used for any other brands in the future so the equity will not be diluted.

Licensing a popular song can be effective, but expensive. If the artist and the song work with the concept it can have a great effect, and the brand can capitalise on the equity of that song and artist. The downside is that after a period of the license, other brands can also license it which raises the possibility that the association will not have a long-lasting effect.

Or rather than a popular song or artist, it can be very advantageous and more cost effective to find an unknown song or up and coming artist to introduce to the market. This can be a clever way to ‘break’ an artist or a song and the brand feels like it has its finger on the pulse of popular culture and what their audience likes.

Research has shown that it is still unclear who benefits more from a brand / band association. Due to the fact that the association is usually not long lasting, some feel that the artist may get the most benefit because of the license fee and exposure they might not have otherwise gotten even after the brand association has faded.

In any case, music continues to be an important tool in connecting with audiences and I suspect that won’t change anytime soon.

Dan Neale

Managing director / music supervisor at Native Music

Consistency is key. A brand’s consistent approach to its use of music is crucial, but it also needs to be the right approach for this to be effective. What the brand wants to achieve, and who their audience is, should steer the direction.

This could be establishing a product in a crowded marketplace, which may mean a distinct ownable bespoke composition / sonic device will help cut through. However, this also requires investment from the brand. Repeat views over a long period will cement the melody in the viewer's minds. Take Just Eat, which has one of the most effective sonic logos of recent times, that is in no small part due to the amount of airtime and impressions purchased. That is a brand committing to consistency and reaping the rewards.

This consistency can also be applied to selecting and licensing existing music, be that emerging or niche artists and genres (for example Apple), or bigger hits from the ‘90s / ‘00s (think EE). With each, there is an identifiable approach to selecting music that resonates with the brand’s audience and has become a key asset of their marketing campaigns.

What is often overlooked when talking about music, is that these success stories are founded on the ad agencies involved creating a focused strategic approach, which is based on an understanding of their client’s core values and position in the marketplace. These same agencies then create the campaigns that answer the strategic brief.

So, the effectiveness of any music approach is only ever going to be as strong as the strategy it underpins. Understand a brand’s needs first, and you will help inform the music route to take. Follow this up with the brand getting on board and committing to the approach, and you can create a lasting legacy.

Above, 'Did Somebody Say Just Eat?' for Just Eat

Keith Bayley

Senior composer and producer at The Futz Butler

When it comes to using music in advertising, the balance between fresh and familiar can be a constant tightrope walk.

The ear is naturally drawn to the reassuring comfort of well-loved sounds and melodies (especially at certain times of the year; more Bublé anyone?) Familiarity can generate immediate attention via borrowed interest, sparking memories and emotional signposts.

But there are risks. A well-known track or artist’s pre-existing fame can overshadow the intended strategic message and totally un-brand a campaign (“Yeah, I just saw that car ad with the big ‘80s hit on it…”) This is especially wounding when you’ve just laid out a fortune to license something. It’s hard to genuinely own something that already has its own well-established DNA.

Fresh new sounds born out of restless innovation can be an exhilarating experience for an audience. Research suggests the brain can react very powerfully to the new and previously unimagined, if it’s well-directed.

That’s how you truly create identity, stand-out and ownership.

The key often lies in the relevant unexpected: the ‘hadn’t thought of that’ idea that comes from blending an understanding of brand truths with an unimagined creative twist. It might be reimagining the familiar: an unexpected harmonic shift, a rhythmic variation, a radically different perspective on an established sound. Or building a custom instrument that sounds like nothing else on the planet.

How to get there? Ask the right questions up front to nail the brief – without it being an executionally prescriptive straitjacket.

And be brave.

Mollie Partesotti

CSO at FCB Chicago

Music can be a powerful lever for driving memorability and creating lasting brand associations, but marketers need to ask themselves: Do we want a song that instantly connects, or one that builds something new? A famous track might bring nostalgia and credibility, but an original piece gives complete creative freedom—and maybe even the next big hit (think Applebee's in 2020).

It’s important to consider how music will evolve with a brand over time. Tapping into the latest trending hit may offer immediate benefits, especially in today’s digital-first world, where a culturally relevant song has the potential to make a brand go viral. However, these decisions should be made strategically rather than reacting to the latest ‘buzz’. If a song doesn’t align with a brand’s cultural make-up, the impact will be diluted, and the connection with the audience may be fleeting. The same goes for an original piece. If executed well, an original song can become a lasting part of a brand’s identity, while a misguided jingle may fall flat and fail to resonate with audiences.

The right tune can have a strong impact if approached strategically. Musical direction should be firmly rooted in a clear vision that aligns with brand identity, resonates with audiences, and inspires meaningful action. The real risk vs. reward isn’t just the price tag, it’s whether the music serves the brand or overshadows it. That’s where the art of creative decision-making lies, specific to each brand that is being served.

Halle Petro

Executive creative director/partner at Sonic Union

Did you know your musical vocabulary is cemented in your brain between the ages of 13-26? As we age, our brains continue to gravitate towards core musical themes that were embedded during the pivotal time of adolescence, when inaugural life experiences were companion to raging hormones. Music cemented our experiences with the soundtracks we listened to at the time, creating our strongest core memories. But teenagers are notoriously selfish. So, how might that affect the current creative process of selecting music for ads? Hugely. What is ‘recognisable’ to one person can greatly differ from another.

When projects feel truly collaborative, all parties involved are open to musical ideas shaped by the partners they work with. Musicians likely have played multiple instruments during their formative years, and are exposed to extensive genres of music, and have uniquely trained ears that help shape their musical style. Musicians are your partners for these projects, but collaborative spirit is less frequent, with teams’ ideas eventually leaning towards musical themes that feel ‘familiar’.

When first discussing any creative brief with clients, I ask questions to uncover the core needs: Is your perception of 'cool' shaped solely by past listening experiences? Is your musical bias affecting how you thoughtfully position music in your work? I challenge all of us to answer this during the process of determining musical landscapes and directions for projects, to stretch imaginations and thoughtfully position music in your work, understanding how underlying musical biases might interfere.

Bear in mind, neurological research shows continued exposure to any music track will make you like, then eventually even loathe, the music. We have all experienced this in any edit. I call it the ‘Never Gonna Give You Up’ effect.

Bob Schachner

Sound designer at Alkemy X

I prefer music that is unique to the commercial. Music is all about emotion and when done right, it creates an exclusive and distinctive feeling. Of course, a hit song makes you feel good, but in the long run I usually don’t think it’s worth it. I really don’t need to hear ‘Born To Be Wild’ by Steppenwolf in another commercial ever again – and I like the song! If you’re thinking of licensing a hit, hire a composer instead. Take the time and create something special.

Nadin Lefkeli

Managing director at JvM Group

Many brands are drawn to well-known songs for their campaigns, often because they personally connect with them and assume they'll grab attention in a crowded ad break.

However, a popular track is not always the best strategic choice. Beyond budget considerations, factors such as brand positioning and target audience alignment play a crucial role in selecting the right music.

Familiar tracks come with instant recognition and emotional pull. But they also carry baggage: memories, associations, and even past uses in other ads. Sometimes, that works in a brand’s favour; other times, it makes a commercial feel less unique. And let’s be honest, an iconic song will never truly ‘belong’ to a single brand.

One approach to balancing familiarity with originality is to license a well-known song and reinterpret it. A fresh recording can tap into the song’s nostalgia while making it distinct and exclusive to the brand. However, this option remains a significant investment. Going for lesser-known music can be a smart move, especially for brands willing to invest in making it recognisable. A strong media strategy can establish a song’s association with the brand, as demonstrated by Apple and Vodafone, who have successfully introduced emerging artists through their campaigns. Additionally, integrating the song into social media strategies is equally powerful, helping a track gain momentum beyond the ad itself. When a brand successfully links a song to its identity, the benefits extend beyond the campaign itself. The track reinforces brand recognition, generates organic exposure, and positions the company as a cultural curator; all at a fraction of the cost of a major hit.

In the end, it’s all about strategy. Whether fresh or familiar, the right music should align with the brand’s identity, strengthen storytelling, and spark emotion. That’s what makes an ad truly unforgettable.