Looking Back
Growing up, I recall that every popular brand had a jingle that drilled its way into your head. ‘Try a Taste of Martini,’ ‘Just One Cornetto’, ‘Do the Shake and Vac.’
Decades later, I can still hum along. They worked, clearly, and they linger as fond memories. Everyone has their favourites. Yet the jingle has largely vanished from today’s advertising landscape. What happened, and could the jingle ever see a revival?
The Golden Age of the Jingle
In post-war America, an economic boom fueled the rapid expansion of advertising, giving rise to the “Mad Men” era. Agencies discovered the power of a catchy tune and the jingle became an essential marketing tool.
With TV and radio in every home, ads played on a loop, cementing jingles in people’s minds. Skilled jingle writers knew how to hook an audience, and for years, they kept our toes tapping and our brains hooked.
But as society evolved the jingle’s shine began to fade. These tunes started sounding outdated and kitsch.
The Shift to Pop Music
In 1971, Coca-Cola released I’d Like to Teach the World to Sing, one of the most iconic ads ever. This marked the beginning of a new trend. Instead of jingles, pop music took centre stage. Brands wanted something fresh and cool.
By the early 1980s, music artists and record labels had realised the opportunity advertising offered. Soon, global superstars like Michael Jackson and Madonna were lending their voices to advertising. Classic tracks were revived like Marvin Gaye’s Heard It Through the Grapevine for Levi’s 501s. Lesser known artists joined in too. Feist’s ‘1234’ featured in an iPod Nano commercial.
The Changing Media Landscape
The media landscape accelerated the decline of the jungle. Streaming platforms, smartphones, and social media entered the scene. Audiences no longer had to sit through commercial breaks while watching their favourite shows. Advertisers had to adjust to shorter, more targeted online ads that didn’t lend themselves to the classic jingle format. The jingle seemed to disappear quietly.
The Rise of Sonic Branding
Instead of jingles, we’ve seen a rise in sonic branding—those brief, recognizable sound logos like the Netflix "ta-dum" or Intel’s "bong." These sounds create an instant association with a brand in just a few seconds. Sonic branding is becoming increasingly important in digital and audio brand experiences. AI assistants like Siri and Alexa are now becoming deeply embedded in our lives. Brands are more likely to use these “sound logos” alongside collaborations with musicians.
Is the Jingle Ready for a Comeback?
There’s no doubt that music continues to play an important role in advertising. Today’s artists continue to partner with well-known brands. The iconic John Lewis Christmas ads always feature a memorable soundtrack.
But there’s little evidence of a true jingle comeback yet. Recent efforts like Go Compare and webuyanycar.com try to evoke that familiar style. To me, they lack the charm of the classics.
Could reviving jingles with a modern twist work? Using humour or a self-aware, retro aesthetic could give jingles a fresh appeal. In a world dominated by short, dull ads, a catchy jingle might make a memorable impact.
Jingles stick with people and spark conversations. In the right hands, a modern jingle could bring a bit of a spark back into advertising—and I, for one, would love to see it happen.