The Best 2023 Needle Drops in Advertising (so far)
Everyone loves a good needle drop. Especially people in advertising. Music in advertising can be a powerful tool. It can sweep a brand into a whirlwind of fun and frenzy. Or it can depress the hell out of us, as intended (looking at you Travelers Insurance). The best use of music in advertising evokes emotion, enhances memorability and reinforces brand identity. It’s also just, like, a ton of fun.
Pack up your jingles and sonic branding, we’re making space to talk about the best needle drops in advertising this year (so far). Ready?
Jeep x Tupac “California Love”
Using a song that has cultural significance can add depth to a commercial's message. In this case, sun-soaked adventure abounds in California, so to celebrate the 2024 Jeep Wrangler, the car company called on Tupac’s “California Love” to set the scene. The ad—part of Jeep’s “Famous for Freedom” campaign—was produced by Highdive out of Chicago.
Apple x Ludacris “Two Miles an Hour”
In the new spot “Tractor,” Apple wants us to know that the iPhone 14 Plus has the longest battery life yet so we can rely on it for the long haul, or pumpkin hauling. Production company Smuggler designed a funny ad that layers memorable visual and musical jokes to support the campaign message: Relax, it’s iPhone Plus. Pro-level Ludacris needle drop, folks.
SoFi x Coi Leray “Players”
The best use of music in advertising evokes a desired emotion from the audience, and this is a master class. After an opening message about the inherent bias of AI (and society at large) around gender and money, the sickest needle drop of 2023 arrives: Coi Leray “Players.” Additional commentary unnecessary.
Publix x Mary Martin “I Won’t Grow Up”
The right music in advertising can help fast-track storytelling by providing an immediate mood. In this spot, grocery chain Publix reinforces its place as the place you go to savor everything summer has to offer. Mary Martin’s “I Won’t Grow Up” does the trick.
Amazon x King Curtis “Memphis Soul Stew”
This is a groovy example of how a needle drop can add clever context to the story. Legendary bandleader and saxophonist King Curtis sets the scene for this spot’s protagonist: A night shift guard moonlighting as an aspiring chef. King Curtis’ “Memphis Soul Stew” is all about assembling the right ingredients, something retail giant Amazon knows a thing or two about.
Airbnb x The Beatles “Yellow Submarine”
Hot take: The Beatles made the best children's music. This Airbnb ad taps into childlike joy and wonder by pairing The Beatles’ “Yellow Submarine” with a brand-produced UGC story featuring a family that stayed in an actual yellow submarine in New Zealand. Creative agency Droga5 produced the spot and it’s a super catchy example of music in advertising.