Joining all the way from the UK SoStereo Co-Founder Beto Azout, caught up with Orlando Wood, in the latest episode of What About The Music. A renowned author and researcher in the field of advertising effectiveness, Orlando is Chief Innovation Officer at System1. Beto and Orlando discuss the evolution of advertising styles, the critical role of music, and the importance of emotional appeal in creating effective campaigns.
Orlando began by reflecting on the dramatic changes in advertising styles over the past two decades. Noting a shift towards ads that are highly fragmented, featuring short, sharp cuts and on-screen text, which lack the narrative and emotional depth necessary for true effectiveness. This shift, he argues, has compromised the ability of advertisements to engage and charm audiences, making it harder for brands to stand out in a crowded market.
Turning to the important role of music in advertising, Orlando and Beto emphasize that music is not just an accessory but a fundamental element that can significantly enhance an ad’s impact. Orlando notes the decline in the use of memorable jingles and emotionally resonant soundtracks, which have been replaced by generic, rhythmic beats. This trend, he believes, has led to a loss of the artistry and emotional connection that music can provide, ultimately affecting the ad’s ability to persuade and engage.
Supported by insights and data from System1, Orlando reveals that only 6% of ads achieve a level of emotional response that translates into significant profit ROI. This underscores the conversation around need for a creative revolution in advertising, one that prioritizes emotional engagement and artistic integrity over mere efficiency. Orlando argued that music, with its power to evoke deep emotions and memories, should be a central component of this new wave of advertising.
For Orlando the call to action is clear: to revive the art of advertising, we must reconnect with the elements that make it truly effective. That means investing in high-quality music, embracing storytelling, and prioritizing emotional engagement. As we look forward to the next creative revolution, let’s remember that the power of advertising lies not just in selling a product but in creating a lasting impression that resonates with the audience. Take a listen to the full conversation here or wherever you consume your podcast
