Peanuts in a pile, and Elvis down the aisle

Bo-jingles

If you haven’t already had the annoying pleasure of spending an entire day singing this Bojangles commercial, you’re welcome.  As irritated as I would like to be at Bojangles for making a borderline obnoxious commercial, I have to give them credit for doing what so many other companies fail to do.  Describe the product and leave people knowing who you are, and what you’re selling.

Gone are the days of Uncle Jesse and Uncle Joey in the basement writing jingles.  The catchy songs that were once a major part of advertising have been gradually replaced with visual effects such as flashy graphics and talking inanimate objects.  Pay close enough attention and you might be able to catch the cheesy music in the background, but there is no doubt that the importance of music in the advertising world is becoming forgotten.

Even the companies that are still continuing to use jingles have failed to do so in a successful way.  Each time the Lysol commercial comes on I whistle along to the familiar melody, but I can’t say I go around the house whistling the tune and think, “It’s time to buy some Lysol and clean my house!”  I see the Empire commercial and can’t help singing along “Eight hundred, five eight eight, somthin’ somethin’ hundred…empiiiiiiiire.” Awesome except I can’t ever remember all the numbers and I’m not sure I know what Empire sells.

As a graphic designer, I of course understand the power of eye-catching animation, colors, and type.  As a musician, I understand the ability of music to affect the subconcious.  When singing J-E-L-L-O it’s hard to not get a mental image of a bright red cube jiggling around on a plate.  Hearing the word buddy always strikes a nerve as I sing, “My buddy, my buddy, wherever I go…” and remember how jealous I was that my neighbor had one.

Although I might not all of a sudden decide I like seafood and run out to buy a Bojangles fish sandwich, I most likely will not be able to sing Row Row Row Your Boat ever again without thinking about tartar sauce and cheese.  Thanks Bojangles for a “successful” commercial.