Richard Wagner (the composer) idealised the final evolution of all art as the Gesamtkunstwerk — (translated as total art) — an all-embracing creative expression that included, in itself, every field of aesthetic endeavour.
I.e. the musical.
Musicals are composed of prose, poetry and song in their dialogue and lyrics. Craftsmanship and artistry in the set, lighting and costume designs. Drama, dance and theatre in their execution. And of course, music is literally in its name.
All these varied art forms, coalescing to create a singular creative unit — the perfect medium to transmit philosophy and feeling and beauty and … advertising.
Yes, musicals are the perfect vessel for advertising.
Looking for a captive audience? Well, they’re captured for 2 hours minimum. During which, you can build brand equity through immersive entertainment and ingrain corporate messaging through catchy choruses and tunes on repeat. Let the halo effect and sensory immersion work their magic, and watch brand sentiment skyrocket.
Let’s take SPARKS: The Musical, as an example — when DBS wanted to celebrate its 50th year, they created a “rollercoaster journey back in time” using “this emotional and exhilarating musical” to chart the “dramatic twists and turns of a bank that has lived a less ordinary”. VVIPs, including then-Prime Minister Lee Hsien Loong, were sold the DBS brand story, and the brand proposition that DBS was invaluable in the success of Singapore.
Source: Channel News Asia
Or the Skittles Commerical: The Broadway Musical, which starred Golden Globe Award winner Michael C Hall (aka the guy who played Dexter). A real Broadway show that sold out in 2 days (at USD$200 a ticket), it featured catchy and self-referential hits like “Advertising Ruins Everything” and “This Might Have Been A Bad Idea”. Although it was watched in its entirety by only 1,500 people, it still managed to be “the #1 funniest Super Bowl commercial of 2019” (Forbes) and “the most inventive run in the history of ambush advertising” (USA Today). It also won 12 Cannes Lions and earned 2.5 billion impressions.
Source: Adweek
People will always love musicals. And advertising will always exploit people’s love for musicals to sell stuff. So the next time you’re planning a spectacular for your product launch or brand anniversary — or working on a government campaign to get the general public to check out their Pioneer Generation Package, get vaccinated for COVID-19 or embrace the new normal — why not make it a full song and dance?
Source: Lbbonline
Eldon Ooi