A few weeks ago, just when the campaign was circulating on Twitter, someone passed me through WhatsApp the announcement that the comedians Venga Monjas had made for Amazon Prime Video in Spain.
“I can’t get it out of my head,” he commented, referring to the catchy little song that is the general thread of the ad. The jingle is crappy (by the way) and very catchy, the kind that is almost inevitable that you end up humming after having listened to it (and more if, as some comments on social media said, you end up listening to it more than once).
The campaign had its moment of glory on Twitter when it launched. The reproductions of the video in that social network exceed, in fact, one million viewings. And, although it is a great ephemeral success (as it happens with all the viral campaigns of the times of social networks), it can serve as an example for a question, that of asking why the catchy jingles of the ads work, however bad they apparently appear to be.
In fact, even those brand-name jingles that manage to sneak among the sounds that are more annoying and heavier than those generated by brands manage to enter among the most remembered and those that consumers perceive with a certain nostalgia.
The proof is in a study that Quality Logo Products has done in the United States, in which it has asked consumers which brand songs they hate the most but also the ones they remember the most and best. The one that is positioned as the most hated, that of an insurance company, is at the same time one of those that achieves the best recall data.
In general, it is another insurance company that achieves the best brand memory, followed by McDonald’s and its “Ba-da-ba-ba-baaa … I’m lovin ‘it” and by Ricola and his song alpine with the brand name.
What is best remembered are songs from the past
Curiously, the study also points out a striking fact about the brand image and the reception and memory of its messages. The top 10 of the most remembered jingles are dominating by the messages of brands that are between 50 and 100 years old. Five of those most remembered songs even have distant origins in time: their existence dates back to the 60s.
One of them goes even further: their advertising debut is in 1935. They work because consumers have been listening to them for a long time and therefore there is a broad consumer base who knows them. In addition, its connection with consumers even has a nostalgic point. Right now, they associate them with other moments in their life and with memories and memories.
In a way, the same thing happens to those jingles that happens to us with the slogans of some time ago . We may not be able to remember the slogan that a brand has just launched on the market, but we will be able to complete what happens when it is cleaned with Estrella. We know there is no trace left.
We remember it because these messages entered our deep memory long ago, possibly thanks to the fact that we received them when television had no competition and its advertisements were constantly seen, heard and processed.
The brand jingles closest in time that we remember are because we have been receiving them in a massive way. Anyone who has had a Mercadona close to home will be able to sing his song, because he will have listened to it without realizing it in many of his purchases.
What makes jingles work
But back to the data of the study of Quality Logo Products also they studied what they have in common the jingles that work. Jingles that work do so for, many times, the same reasons that lead us to remember a trendy pop song. They are fun to sing along with, have catchy melody and lyrics, and are often connected in a direct or indirect way with a certain sense of happiness. Some, for example, work because they are a bit silly, enough that it makes you smile and connect with her.
Thus, 52.3% of those surveyed indicate that they like a jingle because it is happy and optimistic while another 52.3% point out that they do it because it is fun. 52.1% point out that they like it because it reminds them of their childhood or a previous time, 45.9% because it is catchy and fun to sing, 28.5% because it has a smart twist and 26.1% because it is based on a song he likes.
Of course, all of this connects with another question, that the ditty is ultra-catchy and stays stuck in your brain. You’ll be humming it in your mind until another catchy song takes its place.