Oldies-Advertising Question

[Markieo]

Last night I saw a commercial for Target. The song they used in it was "Shape Of Things To Come" by Max Frost and The Troopers (#4 in Chicago, #13 New York).
Imagine an oldie that NEVER gets any airplay anymore being used in a TV commercial! Which brings me to this question: Why do advertisers use a lot of old songs in their ads, when they won't support oldies formats?
Mark Q¿Q

 

[OldiesCat]

Because they're up-tempo, snappy songs. But, honestly, most Ad Agency folks look at these tunes like we in radio look at the Production Music CDs in our prod studios.

They like the songs for their selling purposes but do not see the format as a whole delivering a lot of audience to them. It's like the 20-somethings who post here saying, "well, I certainly like oldies" and think that because a 25 yr old here and there likes the music, the format will be appealing to others their age. There is very little in Oldies music for most under 40 to connect with- it is simply not "my music" to them.

(why the hell is this so hard to understand?)

> Last night I saw a commercial for Target. The song they used
> in it was "Shape Of Things To Come" by Max Frost and The
> Troopers (#4 in Chicago, #13 New York).
> Imagine an oldie that NEVER gets any airplay anymore being
> used in a TV commercial! Which brings me to this question:
> Why do advertisers use a lot of old songs in their ads, when
> they won't support oldies formats?
> Mark Q¿Q
>

 

[KlunkLetter]

> Because they're up-tempo, snappy songs. But, honestly, most
> Ad Agency folks look at these tunes like we in radio look at
> the Production Music CDs in our prod studios.
>
> They like the songs for their selling purposes but do not
> see the format as a whole delivering a lot of audience to
> them. It's like the 20-somethings who post here saying,
> "well, I certainly like oldies" and think that because a 25
> yr old here and there likes the music, the format will be
> appealing to others their age. There is very little in
> Oldies music for most under 40 to connect with- it is simply
> not "my music" to them.
>
> (why the hell is this so hard to understand?)
>
Just a question: Could they be too lazy/cheap to actually produce original music for THEIR spot that THEY created? Just a thought . . . .
>
> > Last night I saw a commercial for Target. The song they
> used
> > in it was "Shape Of Things To Come" by Max Frost and The
> > Troopers (#4 in Chicago, #13 New York).
> > Imagine an oldie that NEVER gets any airplay anymore being
>
> > used in a TV commercial! Which brings me to this question:
>
> > Why do advertisers use a lot of old songs in their ads,
> when
> > they won't support oldies formats?
> > Mark Q¿Q
> >
>

 

[Daveradio]

>Just a question: Could they be too lazy/cheap to actually produce original music for THEIR spot that THEY created? Just a thought . . .

That may be part of the equation....I've wondered about this concept for many years. But I doubt it's the cheapness. Licensing songs doesn't come cheaply. Another part though has to be that it's instantly recognizable, cute and catchy. As opposed to the new slogans that may take some time to establish.

 

[OldiesCat]

Question

Not sure it's a matter of lazy/cheap. In most cases, the cost of permission to use these songs can be quite high. Often, it's "why re-invent the wheel" and use something that has built-in familiarity.


> >
> Just a question: Could they be too lazy/cheap to actually
> produce original music for THEIR spot that THEY created?
> Just a thought . . . .
> >
> > > Last night I saw a commercial for Target. The song they
> > used
> > > in it was "Shape Of Things To Come" by Max Frost and The
>
> > > Troopers (#4 in Chicago, #13 New York).
> > > Imagine an oldie that NEVER gets any airplay anymore
> being
> >
> > > used in a TV commercial! Which brings me to this
> question:
> >
> > > Why do advertisers use a lot of old songs in their ads,
> > when
> > > they won't support oldies formats?
> > > Mark Q¿Q
> > >
> >
>

 

[KlunkLetter]

> >Just a question: Could they be too lazy/cheap to actually
> produce original music for THEIR spot that THEY created?
> Just a thought . . .
>
> That may be part of the equation....I've wondered about this
> concept for many years. But I doubt it's the cheapness.
> Licensing songs doesn't come cheaply. Another part though
> has to be that it's instantly recognizable, cute and catchy.
> As opposed to the new slogans that may take some time to
> establish.
>
Dave, good point; however, if Target is after the "desirable demos", who don't listen to oldies, how can it be "...instantly recognizable, cute, and catchy..." to them? Wouldn't their money be better spent on something their demo could relate to?

 

[Oldbones]

> Last night I saw a commercial for Target. The song they used
> in it was "Shape Of Things To Come" by Max Frost and The
> Troopers (#4 in Chicago, #13 New York).
> Imagine an oldie that NEVER gets any airplay anymore being
> used in a TV commercial!

I don't remember it getting much airplay in Boston even when it was new. I'm pretty sure WRKO never played it. WMEX might have, but I don't remember hearing it.

Lots of obscure songs get used in commercials...back in the late 90s some Euro-pop tune called "Da Da Da" was used in VW commercials...IIRC the song was released in the U.S. shortly thereafter and became a minor hit.


> Which brings me to this question:
> Why do advertisers use a lot of old songs in their ads, when
> they won't support oldies formats?

As others have noted, advertisers are often looking for a catchy tune, or lyrics that sort of go along with the message they want to convey and/or goes with a corporate slogan. I'd guess a lesser known tune by a forgotten artist is gonna be cheaper to license than a well-known one. Robert Plant doesn't need the money, Max Frost probably does.

 

[gr8oldies]

They may not have to listen to oldies, but that are some oldies that are familiar across generational lines (who hasn't danced to "Shout" at a wedding, for example). Doesn't mean that you'd have sufficeint core for a format.<P ID="signature">______________
Have a Happy New Year!
http://www.thebig8.net/have_a_happy_new_year_with_cklw.mp3</P>

 

[uncamark]

> > Which brings me to this question:
> > Why do advertisers use a lot of old songs in their ads,
> when
> > they won't support oldies formats?
>
> As others have noted, advertisers are often looking for a
> catchy tune, or lyrics that sort of go along with the
> message they want to convey and/or goes with a corporate
> slogan. I'd guess a lesser known tune by a forgotten artist
> is gonna be cheaper to license than a well-known one.
> Robert Plant doesn't need the money, Max Frost probably
> does.

Well, considering that "Max Frost" was the main character in the film "Wild in the Streets" (about a rock star who becomes President on a platform of killing off anyone over 30) and "Max Frost and the Troopers" was a group of studio musicians who recorded the song for the film, maybe not.

But perhaps Mike Curb, who produced the song (and may've co-written it) did need the money.

 

[semoochie]

> > > Which brings me to this question:
> > > Why do advertisers use a lot of old songs in their ads,
> > when
> > > they won't support oldies formats?
> >
> > As others have noted, advertisers are often looking for a
> > catchy tune, or lyrics that sort of go along with the
> > message they want to convey and/or goes with a corporate
> > slogan. I'd guess a lesser known tune by a forgotten
> artist
> > is gonna be cheaper to license than a well-known one.
> > Robert Plant doesn't need the money, Max Frost probably
> > does.
>
> Well, considering that "Max Frost" was the main character in
> the film "Wild in the Streets" (about a rock star who
> becomes President on a platform of killing off anyone over
> 30) and "Max Frost and the Troopers" was a group of studio
> musicians who recorded the song for the film, maybe not.
>
> But perhaps Mike Curb, who produced the song (and may've
> co-written it) did need the money.
>
He didn't kill them off. He put them all on LSD.