Classical Music and TV Commercials

5

April
2011

Television commercials normally use classical music in the same way they employ any kind of music—they magnify the sentiment of whatever is being sold.

Once in a while the music becomes an indispensable part of the ad. Often it’s a jingle, which is (more or less) a short, innocuous tune that, if catchy enough, is unforgettable.

There are commercials out there in which classical music or musicians take a central role in the sales pitch.

Here are three.

The first is a Japanese commercial for a new cell phone made from wood, the Touch Wood SH-08C.

Although it’s unclear as to what they’re selling until the very end, we are treated to beautiful nature scenes and a performance of an arrangement of J.S. Bach‘s chorale “Jesu, Joy of Man’s Desiring,” BWV 140, for wooden xylophone played in an ingenious way.

I’ll let you discover the rest.

Watch:

The second video is a Spanish car commercial for the Volkswagen Polo, featuring a sweet little car and a hunky bassoonist who gets the girl. Like the protagonist says at the beginning, “playing bassoon is cool.” (Click on the “cc” to see English subtitles.)

Watch:

The final commercial is for Dortmund Concert Hall in Germany. In an effort to promote their season and generate more interest, the organization went into the milk-selling business.

They provided music (live and recorded) from the upcoming season to a local farm while cows were fed and milked, hoping to increase milk production.

And thus Dortmund Konzertmilch (“Dortmund Concert Milk”) was born.

Note that French countertenor Philippe Jaroussky, a baroque specialist not heard in the commercial, was booked to be on hall’s season.

Watch:

Previous Post: Concert Review Links: Tallis Scholars, Jordi Savall, and Les Arts Florissants
Next Post: More Concert Review Links: Bach Collegium Japan, Venice Baroque Orchestra, and Juilliard415

Comments are closed.