This project evaluates the different settings, in which a single song has been used to promote different products/services from different companies. How a song can be interpreted differently and take a different role in various executions, and how it is employed differently in those settings.

1. Creative use of Sounds & Songs in Commercials

2. There are several layers to a commer-
cial. There is natural sound, score, con-
versations and of course the visual,
which can also be animated or filmed,
involving people or just type or other
graphics.
The importance of those elements
varies, though the role of sound is
mostly very high as it incorporates the
potential to influence the viewer on
many levels.
It seems that nowadays it is of high im-
portance to integrate unknown artists,
which gives the company an image of
actuality and hip-ness.
Though quite frequently classics are re-
purposed and it is fascinating to study
the malleability of a single song.
In the following I would like to evaluate
this statement by the example of the
song Nessun Dorma.
Introduction

3. The original version is an aria from an
opera premiered in 1926 in Milan.
It has been used in several film and
TV productions, such as To Rome with
Love by Woody Allen, Dr. House and
Hereafter by Clint Eastwood.
The song has also been used for numerous
commercials, of which I would like to
dissect three.
(1) Kia, aired in the United States
(2) T-Mobile, aired in Germany
(3) Carlton Draught, aired in Australia
About Nessun Dorma

4. (1) Kia - Truth
the mixture of the song and the other layers
of sound represent what the car stands for:
the symbioses of high-end technology &
class (in surprising moments)
intention: surprise
conveys: class (as luxury)
song is part of half the commercial
song is used because of its impactful &
powerful features - equal importance to chant
and instruments

5. (1) Kia - Truth
TRT: 1:33,
https://www.youtube.com/watch?v=DXy-
sUewmScc
tone is set through layers of sound:
• reference to movie Matrix - familiar sounds
that people relate to futuristic elements &
different realities
• driving drone
• futuristic woosh-sounds
• electric droning (behind talking person)
• clap of thunder as car arrives: something
is about to happen
futuristic, mysterious, feeling of unknown
sounds continue in car but stop after single
tone from harmonica (no sound besides that
tone - marks turning point)

6. (1) Kia - Truth
surprise: Lawrence Fishburn starts singing
first only song - intention: let viewer
accumulate to situation
layers of other sounds on top of song:
electric beaming sound as spoon bends
woosh-sounds as cars are being lifted,
different distances
exploding street lights, heavy sounds,
even though camera is further away
explosion sounds continue into tagline
presentation
brand display features sounds that have been
repeated throughout ad
- woosh-sounds/futuristic - closes circle

7. (2) T-Mobile w/Paul Potts
TRT: 1:31
https://www.youtube.com/watch?v=cKpVLA-
0JcsU
using a random occasion
repurposing it to create power of
sound & connect to brand
focus on song, commercial is created around
the song: empathy & feelings
parts of song are being used
idea: impact of special moments on people
mix of live footage (from contestant at Britain’s
got talent) with staged moments of people how
they might have experienced that event

8. (2) T-Mobile w/Paul Potts
Walkthrough:
Start: Original footage of Britain’s got talent -
VO Paul Potts speaking about his dream
conversation as it took place during the
show, Pauls look together with the way he
talks stage him as a very shy person
(Background: Guitar - tow accords, together
with synth sounds, gentle droning of crowd
layered on top)
-Cut-
People’s reaction: girls laugther - expect him
to fail
-Cut-
background song stops - “Ready when you
are.” - no further sounds -> the moment that
counts
-Cut-
reaction: man gasps, still not taking him serious

9. (2) T-Mobile w/Paul Potts
back and forth between original footage of
Paul singing and people’s reactions
(most impactful part of the song,
harps, instruments accentuate chant)
interesting: at beginning: clarity of sound changes,
more clear when showing him, seamless transi-
tion to out-of-device sound, when people are
shown
as it goes on goes towards grand final: clarity
of sound stays, development (trough imagery/
natural sound):
curiosity (sound: man and woman, calls her to
have a look, her feet sliding on the floor as she
comes to stand)
wonder (crowd from studio, clapping, whistling)
amazement - highpoint (frenetic cheering) (one
drum beat really impactful, string players to
fade away)

10. (2) T-Mobile w/Paul Potts
end:
T-Mobile jingle
song is being used, because somebody else
brought it back up
interesting: scarce but effective use of natural
sound without distracting (insteading adding)

11. (3) Carlton Draught - Slow Motion
TRT: 3:00,
https://www.youtube.com/watch?v=iWW-
daTHJaB8
using the melody of a well-known song, create
something new
intention: comedy
complete song
uses melody, but not original lyrics
lyrics are changed and talk about slow-motion
song is used because of magnificence of
melody, touch of epic-ness
on first watch imagery dominates; after re-
peated watching, lyrics start to stand out too

12. (3) Carlton Draught - Slow Motion
all through - only song w/ lyrics, no natural
sound
sounds through images: (close-ups)
• pain - finger
• outcry - woman & man
• rippling - salt
• hit - pool ball
• clinking of glasses
• water splash
• hand smack
• spitting

13. (2) Carlton Draught - Slow Motion
choir: takes the last bit of seriousness
!contrast to the usual choir in the original song!
- after choir: lyric: “Is this Ad still going?”
interesting: name of brand at highpoint of song
(“CARLTOOOON DRAAAUGHHHT”) together
with close-up of beer(s clinking), which is also
the final still image - just one glass, but still the
connection is there
no jingle

14. Observations/Comparison
song use
(1) Kia
(2) T-Mobile
(3) Carlton Draught
changes intension why this song?additional sound
parts of the song
original melody and
lyrics
choopped up to use
most impactful parts
1. class/luxury
that’s what the song
stands for
2. fun:
through surprising
moment & character
1. feelings:
situation of when
song was performed
2. joy:
powerful voice,
positive surprise
1. comedy:
funny lyrics
futurisic,
explosions,
conversation,
environment
crowd
jury
natural sound (people
watching the perfor-
mance)
score
none
only implied sounds
well-know melody,
give it a twist,
velocity of melody fits
incredibly well with
the lyrics
use special moments
and repurpose them,
commercial couldn’t
exist with random
ocassion
values that the song
delivers, as presented:
class, epic-ness
choopped up to use
most impactful parts
new lyrics
parts of the song
original melody
footage of a Tv Show
whole song
original melody

15. Conclusion
Considering the three presented commercials, I think it is incredible to see the potential of a single song. This
song has been around for almost 90 years and it is still possible to connect it to modern values.
On one side, you can use the song for what it stands for, using emotions that people already connect with the
song and make them work for you. As seen by the example of Kia.
Sometimes one can predict when a special song makes its way into the foreground, as seen by T-Mobile. For
this reason it is important to be constantly aware of pop culture and fluently evaluate if something connects
to your brand’s values. At this point, make the already existent content work for you.
Lastly is is always possible to repurpose a song. Use a line from the lyrics, or like Carlton Draught did, simply
use the melody and come up with new lyrics to put on top of that. In this specific example the speed of the
melody fits the lyrics and therefor the new combination makes up a great commercial.

16. lennartfleschhut.com