I Like That Jingle! Who Did It?

Posted July 3, 2013 by J Matthew Cobb in HiDef

Jingle all the way: Super television and internet ads drive up sales, while curious ears are more anxious to get info on the song behind it

Turn on the TV and you’re bound to hear the music of The Black Keys, KC & the Sunshine Band and Chic in somebody’s ad.

You can hear Luther Ingram’s “If Loving You Is Wrong (I Don’t Want to Be Right)” in the recent ad for Honey Nut Cheerios.

You can hear that now-infamous Etta James line popularized in the Flo Rida’s tune “Good Feeling” being used in a batch of commercials for Buick and Royal Caribbean.

You can hear Beyoncé showing off new material for Pepsi.

You can even hear Tegan & Sara showing off their Eighties-loving pop for the CW network.

Seems like every time you turn around, there’s a hot jingle headlining the a TV commercial. And usually, the jingle works overtime as the ultimate pitchman. When the commercial is done, you’re left wondering, “Where can I download that track?”

As of lately, that question seems to always pop up. Especially with commercials that use songs unfamiliar to the mainstream.

The latest commercial for Polaroid and their new line of polarized sunglasses is catching the ears of those with a sweet tooth for Eighties nostalgia and New Wave disco. The visuals are superb, embracing lots of cool fashions, retro ads and the catchy colors of white, blue and yellow. But it’s the music that sales the product. As if Jamiroquai and Talk Talk teamed up, the music screams all the nuances of Daft Punk’s “get lucky” crusade. Sadly, no one knows who actually recorded the music for the commercial. But it has not stopped people from asking. The top comments on the Polaroid commercial page come from djversus1 and David Juarez who both ask for the name of the song “or at least the name of the agency.” PolaroidSunOfficial has failed to reply to those comments. If this story goes viral the answer (like the ad), you best believe we will get an answer to that very soon.


Thankfully, we do know who composed and performed the music to the edgy techno-fied, electro-fuzzy dubstep video for Microsoft’s ‘Explore Touch’ ad. In the flashy video, you barely can recognize the guy lurking in the shadows while spinning the Microsoft product like a futuristic Tiësto. But that’s Blake Lewis, Season 6 runner-up on American Idol. The Seattle, Wash. beatboxer/singer lost to Jordin Sparks, and tried to spin a music career with his first post-Idol album, A.D.D. (Audio Day Dream). The album went virtually no where, and Blake found himself without a record deal. All these years later, he resurfaces on a commercial advertising Microsoft’s Internet Explorer 10.

“My relationship with Republic Records came about because Microsoft had licensed my song ‘Your Touch,'” Blake told Yahoo! Music’s Reality Rocks. “I had composed some music for Microsoft commercials in the past, and they thought my song was the right fit for their new Internet Explorer 10 campaign. My management and I thought it would be a great idea to reach out to Republic because of their relationship with Microsoft.”

The move paved off, becoming a big hit for Microsoft and for revamping his waning career. A new album is on the books, Portrait of a Chameleon. It was originally due for release this spring, but has been shelved. For now, the single, “Your Touch,” is available digitally on iTunes and at other popular digital stores.

About the Author

J Matthew Cobb

Managing editor of HiFi Magazine


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