Music in advertising has long been a powerful force in capturing attention, raising up emotion, and leaving a lasting impression. From upbeat jingles to dramatic soundtracks, music has the power to elevate a commercial from good to unforgettable. The right sound doesn’t just accompany a visual message. It enhances it, defines it, and sometimes even becomes the centerpiece of the campaign itself.
In this article, we’ll explore ten iconic commercials where music made all the difference. These ads are not just remembered for their visuals or messaging but for the sounds that brought them to life. Each example demonstrates the impact of music in ads. It shows how a well-chosen track can influence brand identity, trigger nostalgia, or go viral. Whether it’s a catchy jingle or a signature audio logo, the music in these commercials became part of their legacy.
If you’re a marketer, content creator, or brand strategist, these examples underscore the importance of choosing the right soundtrack. And if you’re looking for royalty-free music for ads, platforms like Bensound are so useful. They offer a rich selection of high-quality tracks to help you make that same kind of impact.
Use diversity and simplicity all at once in a jingle
McDonald’s “I’m Lovin’ It” (2003)
Few audio logos are as instantly recognizable as McDonald’s iconic jingle, “I’m Lovin’ It.” Originally performed by Justin Timberlake, this melody became more than just a song. It was a sound that captured the essence of the brand’s promise: feel-good, everyday moments.
What makes this jingle so effective is its simplicity, repetition, and warmth. It’s cheerful, easy to remember, and universally appealing. Beyond the lyrics, the rhythm and melody were crafted to spark positivity and brand recognition in just a few seconds.
Over the years, McDonald’s has adapted the jingle in various musical styles, while keeping the core hook intact. This flexibility has made it a global sonic branding success.
For brands looking to create an enduring sound identity, “I’m Lovin’ It” serves as a textbook example. It proves how a strong, consistent musical motif can shape consumer perception and become synonymous with a brand’s values.
Turn a commercial into a cultural anthem
Coca-Cola “I’d Like to Buy the World a Coke” (1971)
This ad became an anthem for unity and peace during a time of global unrest. Coca-Cola’s “Hilltop” commercial featured a multicultural group singing, “I’d Like to Buy the World a Coke.” This song was so beloved it later became a full-length single.
The music here was more than a jingle; it was a cultural message. It suggested that Coca-Cola was more than a beverage—it was a unifying force. The song’s warm, hopeful tone helped reposition the brand as inclusive and idealistic.
The impact was profound: radio stations played the jingle, and audiences clamored for the song beyond the commercial. It turned a simple soda ad into a worldwide moment of harmony. For brands looking to align themselves with larger values, this ad proves how music can lend emotional depth and universality to a campaign.
Build strongest brand with simple five notes
Netflix “Ta-Dum” Sound Logo
Netflix’s “ta-dum” sound has become one of the most instantly recognizable audio logos in the world of streaming. Introduced in 2015, the two-note sting plays before every original Netflix production, serving as an auditory gateway to entertainment.
Though incredibly brief, this sound was carefully designed to convey anticipation and immersion. It’s cinematic yet minimal—fitting for a platform that serves everything from prestige dramas to casual comedies. Composed by Oscar-winning sound designer Lon Bender, the tone evokes the feeling of a curtain rising, preparing viewers for an experience.
This is sonic branding at its most efficient. Netflix didn’t need a jingle or lyrics. It needed just a visceral cue that instantly aligns with their brand promise: premium, compelling content. It conditions users to associate the sound with storytelling and quality.
The Netflix case proves that even two seconds of music can establish a powerful brand identity and emotional trigger.
Make lifestyle the heart of your brand
Canon – “Live for the Story” (2017)
Canon’s “Live for the Story” campaign marked a shift from showcasing camera specs to capturing the emotion behind every photo. Central to this transformation was the uplifting and cinematic track “Dreams” by Gabrielle Aplin. It is a cover of the Cranberries classic that perfectly captured the campaign’s tone: nostalgic, adventurous, and intimate.
The music did more than set the mood—it framed the entire narrative. Viewers followed snippets of meaningful moments: late-night swims, road trips, impromptu hugs, and sunsets. With “Dreams” swelling in the background, the message was clear—Canon isn’t just about cameras. It’s about living a life worth remembering.
By choosing a recognizable yet reimagined song, Canon managed to evoke both familiarity and freshness. It aligned the brand with emotion, youth, and experience—making it feel current, heartfelt, and adventurous.
This ad shows that music doesn’t just support storytelling—it is storytelling. For Canon, the song became a vehicle to reposition the brand as a companion in life’s most meaningful memories.
Bring playfulness and nostalgia into one melody
Haribo “Kids and Grown-Ups Love It So”
Haribo’s jingle, “Kids and grown-ups love it so, the happy world of Haribo,” is as playful and joyful as the candy it promotes. The song is catchy, simple, and whimsical—perfectly aligned with a brand that sells fun in sugary form.
The music features children’s voices, evoking innocence and nostalgia. The repetition and sing-song quality make it easily memorable and appealing across age groups. Over the years, Haribo has localized the jingle while keeping its core melody intact.
This consistent use of music helped solidify Haribo’s identity as a family-friendly, feel-good brand. The jingle doesn’t just advertise candy. It creates a joyful mini-experience that people recognize instantly. Haribo’s case is a reminder that sound branding can be playful and still profoundly effective. For products aimed at families or emotional triggers like childhood, the right jingle can do more than sell. It can create brand love.
Sell the feeling, not the product
Apple iPod “Silhouettes” Ads (2000s)
Apple’s iPod ads featuring dancing silhouettes weren’t just product showcases—they were music-driven cultural events. Each commercial used high-energy tracks from artists like Jet, U2, and Daft Punk, turning the ads into mini music videos and the iPod into a lifestyle symbol.
Rather than relying on a single jingle, Apple let pop music speak. The minimalist visuals—black silhouettes dancing on brightly colored backgrounds—were iconic, but the music gave them life. These ads didn’t just sell hardware; they sold a feeling of freedom, expression, and cool.
By aligning with emerging and established artists, Apple used music to build emotional credibility with young, trend-conscious consumers. The iPod became synonymous with personalization and music passion.
This campaign shows that sometimes, the music is the message. For brands looking to connect with emotion and lifestyle, integrating popular music in an authentic way—as Apple did—can cement cultural relevance and emotional resonance.
The most iconic sound you didn’t know you remembered
Windows XP – Startup Sound
Few sounds are as globally recognizable as the Windows XP startup chime. Composed by Microsoft sound designer Bill Brown, this ambient flourish played every time a computer booted up, becoming the soundtrack to an entire generation’s digital life.
What made it iconic wasn’t just repetition—it was the feeling it evoked. Light, optimistic, and futuristic, the sound encapsulated Microsoft’s brand message: personal technology that’s empowering, calming, and accessible. It was a sonic handshake, welcoming users into a world of possibility.
Though it wasn’t part of a traditional commercial, the startup sound functioned as a micro-ad—heard millions of times a day worldwide. It was emotionally reinforcing, subtly building brand trust and recognition.
Like Intel’s bong, the Windows XP chime shows how short audio cues can become legendary. But this one arguably had even greater reach, embedding itself in pop culture, memes, remixes, and nostalgia compilations. It’s proof that sound design can be the brand.
Build trust with understated emotion
Mastercard “Priceless” Campaign (1997–Present)
Mastercard’s “Priceless” campaign is one of the longest-running and most emotionally resonant brand efforts in advertising. The phrase “There are some things money can’t buy…” is iconic. The music, gentle piano chords layered under the narration, gives the campaign its emotional weight.
The subtle, emotive score has been refined over the years but remains rooted in simplicity and warmth. It enhances the storytelling, reinforces trust, and lends a sense of timelessness and sincerity to the brand’s message.
This approach is less about melody and more about mood. The music doesn’t fight for attention—it supports the narrative and strengthens the emotional arc.
For financial services, where trust and emotional resonance are key. Mastercard’s use of soft background music illustrates how a restrained audio strategy can be just as powerful as a loud one.
Use sound to break the system
Apple – “1984” (Super Bowl Ad)
Apple’s “1984” Super Bowl commercial is legendary for its imagery—but its soundtrack is just as crucial. Scored with a cinematic, dystopian piece inspired by Ridley Scott’s Blade Runner, the ad’s music enhanced the tension and drama without a single spoken word from the protagonist.
The sound design—part score, part atmosphere—builds unease as viewers watch the conformist crowd hypnotized by “Big Brother.” Then, as the hammer-throwing heroine bursts onto the scene, the music crescendos into an explosion of liberation. The sonic choices made the ad not only visually powerful but emotionally visceral.
Even though the track wasn’t a commercial jingle, the music was essential in creating mood, scale, and memorability. It helped brand Apple as a challenger, a creative liberator, and a symbol of individuality. “1984” changed the game—and proved that in the right hands, music can be just as revolutionary as technology.
Make waiting worth it with cinematic power
Guinness – “Good Things Come to Those Who Wait” (1999)
Few ads have used music to build suspense and reward quite like Guinness’s “Surfer” commercial from the “Good Things Come to Those Who Wait” campaign. Set to the hauntingly epic track “Phat Planet” by Leftfield, the ad follows a group of surfers battling massive waves that morph into galloping white horses—a striking visual metaphor for patience and power.
The music, with its pulsing beat and dark electronic undertones, amplifies the sense of anticipation. It doesn’t rush; it builds, just like a well-poured pint of Guinness. By the time the wave breaks and the horses explode onto the screen, the soundtrack surges into a breathtaking climax, rewarding the viewer emotionally, just as the product rewards the patient. Guinness turned a core product attribute. It’s slow, but easily turning into an art form through sound and image. The result was cinematic, bold, and unforgettable. This is an ad where music didn’t just complement the story—it was the emotional engine driving it.
From Coca-Cola’s message of unity to McDonald’s global jingle, these iconic commercials show one undeniable truth. Music in advertising isn’t just background—it’s brand identity. The right song, jingle, or sound logo can elevate a campaign from forgettable to legendary. It creates emotional resonance, fuels recognition, and often becomes just as memorable as the visuals—if not more.
What these ten ads share is not just great storytelling, but a strategic use of sound to enhance message, mood, and memory. Whether through catchy jingles, cinematic scores, or mood-setting tracks, they prove the impact of music in ads is profound and lasting.
For marketers, creators, and brand strategists, this is a powerful reminder: your music choices matter. A great soundtrack can do more than support a message—it is the message. And for those not licensing Beatles tracks or opera scores, platforms like Bensound offer high-quality, royalty-free music for ads that can still make that kind of impact.
So as you build your next campaign, ask yourself—what will it sound like?
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