Bronte Littlewood, Junior Creative at The PHA Group, recently explored the powerful role music plays in advertising in a contributed article for So What.
Music has the ability to completely transform how we experience a moment. It can change how we feel, influence how we think, and even guide how we act. Swap the soundtrack of a horror scene for something upbeat, and the entire tone shifts. Tension turns into humour, fear into absurdity. It’s this same emotional power that brands have been tapping into for decades.
At a neurological level, music activates areas of the brain linked to emotion and memory, making it a powerful tool for creating lasting associations. When paired effectively with brand assets, it can embed itself into our subconscious, resurfacing later as recognition, nostalgia or even preference. But this only works when the connection is clear. Without strong branding, even the most memorable soundtrack can fail to translate into instant recall.
This tension has long existed in advertising. On one hand, jingles and original compositions have historically been used to build long-term memory structures as sounds have the power to stay with audiences for years, even decades. On the other hand, there has always been scepticism around whether these creative devices truly drive action or simply entertain.
What’s clear is that when audio and visuals work together, the impact is significantly stronger. A familiar melody paired with consistent imagery reinforces recognition, while mismatched or loosely branded executions risk diluting the effect. In crowded markets, memorability alone isn’t enough. For maximum impact, it must be tied directly to the brand.
More recently, the role of music in advertising has evolved alongside social platforms. Short-form content and trend cycles have shifted focus away from longevity and towards immediacy. Audio now spreads rapidly, often driven by user-generated content, remix culture and algorithmic amplification. A single soundbite can travel globally in a matter of days, embedding itself into culture at speed.
Where traditional jingles were designed to endure, modern audio trends tend to burn bright and fade quickly. Their value lies in capturing attention at the right moment, rather than maintaining relevance over time. For brands, this presents both an opportunity and a challenge in how to balance cultural agility with consistency.
Ultimately, the effectiveness of music in advertising comes down to integration. It’s not just about choosing a catchy track or creating something memorable, but about ensuring that sound, story and brand identity are inseparable. When done well, music becomes a shortcut to recognition, emotion and meaning.
Read the full article by Bronte on So What’s website.
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