Jingles

As appeared in the Albuquerque Journal, Rio Rancho and Westside sections, 04/04/09

There is nothing like walking out the door, brief case in hand, geared up for an important meeting in a business suit, heels and pearls and what is stuck in my head? “Who lives in a pineapple under the sea? SPONGE BOB SQUARE PANTS!”

For those of you who read last week’s column on the status of our service industry, you may remember the quote from the old Texaco commercial: “Trust your car to the man who wears the star.” Well, that jingle has been stuck in my head all week. Which brings me to today’s musings; the world of advertising and specifically the catchy jingles we find ourselves singing well after the TV is turned off.

Jingles are created with the intention of getting stuck in your head. Corporations pay big bucks to advertising agencies to come up with a memorable tune that is fun to sing and eventually will seep into your subconscious mind and compel you to pick up an Almond Joy chocolate bar the next time you are on the candy aisle. “Sometimes you feel like a nut, sometimes you don’t.” Remember that one? Of course you do.

Call Roto-Rooter, that's the name. Fly the friendly skies. Nobody doesn’t like Sara Lee. Plop-plop-fizz-fizz. There is a handful of classic jingles and slogans that have stood the test of time, promoting its products to the top of the consumer heap. Take peanut butter and the old Annette Funicello commercial. Even though the advertising campaign came out over twenty-five years ago, well before I was a mother, to this day when I am reaching for a jar of peanut butter, what goes through my head? “Choosy mothers choose Jif.”

Currently there are some very good jingles on the airwaves. One in particular is in its sixth installment of telling us how important our credit scores are. A hands down lackluster subject made memorable by a creative genius with a flair for captivating choruses. We were first introduced to the character as he wondered why he was “dressed up like a pirate in this restaurant.” Another installment finds our friend driving off the lot in a “used subcompact. F-R-E-E that spells free, Credit report dot com baby.” I could tell you all six commercials but I think you get the idea: It sticks because it has a good beat and is easy to dance to.

Advertising Age, the industry’s rag for all things cool and groovy, compiled a list of the Top Ten Jingles of the Century. They date way back and I bet you can name each product, which is why it made the top ten list in the first place.

1. You deserve a break today (McDonalds)
2. Be all that you can be (U.S. Army)
3. Pepsi Cola Hits the Spot (Pepsi Cola)
4. M'm, M'm good (Campbell's)
5. See the USA in your Chevrolet (GM)
6. I wish I was an Oscar Meyer Wiener (Oscar Meyer)
7. Double your pleasure, double your fun (Wrigley's Doublemint Gum)
8. Winston tastes good like a cigarette should (Winston)
9. It's the Real Thing (Coca Cola)
10. A little dab'll do ya (Brylcreem)

When not using jingles, advertisers use the next best thing to capture their audience’s attention - popular rock ‘n roll songs from yesteryear. The classic rock hits have been turning up in commercials for years dating back to 1991 with Bob Seger’s Like a Rock ballad for Chevy trucks, until it was replaced with John Mellencamp’s Our Country in 2006. Today, everyone’s favorite is Swiffer Wet Jet’s dejected mop peeking out from behind the tree. “You have a delivery from a Mr. Mop? Baby come back…you can blame it all on me.”

Any I missed? Do you have a favorite? Email me and if I get enough responses, I will publish the results of our informal survey in an upcoming column.

Quote of the Week: “From the Land of Sky Blue Water" - Hamm's Beer, 1965.