Radio LBB: The Evolution of Music in Advertising

At A-MNEMONIC, we specialise in crafting unique sounds that capture a brand’s essence—whether it’s a quick sonic logo or a full 30-second ad. Sonic branding, audio identities, mnemonics—whatever you call them—help brands stand out and become truly memorable.

While commercial music tracks remain essential in ads, sonic branding has taken off in recent years, helping brands create emotional connections in just a few seconds. Whether it’s a brief audio signature or a full sound experience, sonic branding builds lasting identities.

Of course, commercial music tracks still play a crucial role. Brands today carefully choose tracks that evoke emotion, resonate with culture, and sometimes even go viral. The perfect track can turn an ordinary ad into something unforgettable.

In this Radio LBB playlist, I’ve featured some of the most iconic commercial tracks and brands embracing sonic branding. From Levi’s and Coca-Cola’s timeless hits to the indie anthems behind Apple’s iPod, these songs became integral to the brand’s story.

Marvin Gaye – “I Heard It Through the Grapevine” (Levi’s, 1985)

Marvin Gaye’s soulful hit became synonymous with Levi’s after its iconic laundromat ad in 1985, perfectly reflecting the brand’s rugged yet cool identity and reviving the song’s popularity.

Nick Drake – “Pink Moon” (Volkswagen, 1999)

Nick Drake’s “Pink Moon” gained a new audience through Volkswagen’s “Milky Way” ad, its serene tone complementing the peaceful visuals, making it a standout campaign of the late ‘90s.

Leftfield – “Phat Planet” (Guinness, 1999)

Guinness’ “Surfer” ad paired Leftfield’s intense “Phat Planet” with dramatic black-and-white surfing visuals, creating one of the most memorable campaigns of its era.

The Rolling Stones – “You Can’t Always Get What You Want” (Coca-Cola, 2005)

Coca-Cola’s reworking of their classic “Open Happiness” campaign in 2005 used The Rolling Stones’ iconic track to add emotional resonance and familiarity.

Feist – “1234” (Apple iPod Nano, 2007)

Feist’s “1234” became a breakout hit after soundtracking Apple’s 2007 iPod Nano ad, with its catchy simplicity mirroring the sleek, intuitive design of the product.

Peter Bjorn and John – “Young Folks” (Homebase, 2008)

The playful whistle from Peter Bjorn and John’s “Young Folks” perfectly captured Homebase’s DIY spirit in their 2008 campaign, giving the ad a carefree, upbeat vibe.

Lou Reed – “Perfect Day” (Sony, 2013)

Sony’s 2013 PlayStation 4 launch featured a reimagined version of Lou Reed’s “Perfect Day,” performed by actors recreating iconic game scenes, adding emotional depth for both gamers and music lovers.

Lily Allen – “Somewhere Only We Know” (John Lewis, 2013)

Lily Allen’s cover of “Somewhere Only We Know” became a UK phenomenon in the heartwarming John Lewis Christmas ad, which celebrated love and generosity.

Skepta – “Shutdown” (Nike, 2018)

Nike’s 2018 Air Max campaign featured Skepta’s “Shutdown,” capturing the rebellious energy of UK grime and appealing to a young, urban audience.