The Society of Cool
The first time we noticed it out here in the U.S. was over 10 years ago, when the Gap started using one of those '60s instrumentals found on the Blow-Up comps. I can't remember the name of the song at the moment, but I want to say 'Elephants' was in the title... very Hawkshaw sounding. This was around the same time that I read about Burger King (or KFC) commercials using northern soul songs in their ads in the U.K.
I think the main reason why those songs are used to much today is that people in advertising are younger and hipper with greater access to the music. In the U.S., it's not just '60s music either... yesterday I saw a commercial using Madness's 'It Must Be Love'.
Madness is almost Mod!
Cool! I heard Le Beat Bespoke was the biggest and best yet, so maybe Mod is coming back into fashion. There's certainly a lot of interest growing in retro styles and re-cycling.
Just the ticket?
Those Blow Up comilations were pillaged during the late 90s, infact it was only the other week I heard one of those tracks used on the TV.
A lot of creative marketing agencies use 'mod' music because you can tap your toe to it, the majority of it has soul and substance and so what ever it is being advertised feels real as opposed to manufactured. Also, those clever marketing boffins use X style of music to aim specifically at X population of the market. They are fully aware that, say, someone of my age (eh- ehm... mumble, mumble 40 something) have a little cash rattling around in my pockets. I'm X market, they researched that X market like X things sooo.... quick Google search... We'll use X music so X market feel that we - the producers of X product - are communicating directly to them.
Thank you, Bobby! I didn't have the album in front of me and it had been years since I've heard it. That Blow-UP comp was fairly new at the time, if I remember right. In the U.S., not so much 'mod' per say, but soul music in general is huge in advertising right now.
Like what's been said before, it's young people in advertising who have a better knowledge of the music. Plus, with soul for instance, people in general have really caught on. For years, the only soul you'd hear in commercials would be 1960s Top 10 Motown tracks. Now, you can hear songs like "Beggin'"!
Wow, good timing... a friend just posted the commercial I was talking about on Facebook. Enjoy!
I know this is a cover of Labi Siffre/Madness's "It Must Be Love", but here in Australia we used it to advertise Huggies Nappies!
Janice "O'll Get It Foive" Nicholls (famous for Thank Your Lucky Stars) advertises Skippy chocolate from Cadbury!
The Dave Clark for Macca's currently airing in Australia! http://www.youtube.com/watch?v=lfv42l358V8 I know he owns the rights to Ready Steady Go!, but this?!
Visa just did one including the London Olympics and music by Ocean Colour Scene.
I blame the popularity of MAD MEN.