Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide, Italy
If I tell you to think of Levi’s Laundrette, Marvin Gaye will pop up in your head. If I tell you Cadbury’s Gorilla, you’ll think Phil Collins.
That’s the power of music. Without asking for anyone’s permission it captures hearts and steals attention, even in the form of an ad.
It just gets people to listen.
The trick is to know when to use it, what to use and most importantly – how not to substitute music with lazy ideas.
For you mustn’t be mistaken, music will never replace creative. But when an epic tune meets killer creative, well, that’s when the magic happens.