Music maketh the ad, but what's the story behind it?

GUM Asia CEO and head producer Thomas Faucheur gives Campaign Asia-Pacific the lowdown on choosing and/or making music for ads.

GUM Asia CEO and head producer Thomas Faucheur gives Campaign Asia-Pacific the lowdown on choosing and/or making music for ads.

When a song is put on the soundtrack of an ad, it elicits different emotions in the audience, but preferaby ones that help to sell products and convey the brand’s ideology succinctly. Brands have long used music to that effect with varying success. For example, Annie Little’s Fly Me Away tune in a 2009 Kindle ad became closely associated with the Amazon e-reader.

However, much as the audience believes that music maketh the ad, the...

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