{"id":1614,"date":"2021-09-21T08:30:52","date_gmt":"2021-09-21T12:30:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/21\/why-baseball-hot-dogs-apple-pie-and-chevrolet-has-stood-the-test-of-time\/"},"modified":"2021-09-21T08:30:52","modified_gmt":"2021-09-21T12:30:52","slug":"why-baseball-hot-dogs-apple-pie-and-chevrolet-has-stood-the-test-of-time","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-baseball-hot-dogs-apple-pie-and-chevrolet-has-stood-the-test-of-time\/1614\/","title":{"rendered":"Why \u201cBaseball, Hot Dogs, Apple Pie And Chevrolet\u201d Has Stood The Test Of Time"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Jon Evans, CMO at System1<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From Steve Miller\u2019s \u201cThe Joker\u201d to Carl Douglas\u2019 \u201cKung Fu Fighting\u201d, the hits of 1974 include their share of classic earworms. But over in adland, Chevrolet made a hit of its own that year &#8211; <a href=\"https:\/\/www.youtube.com\/watch?v=9s7V8xpiUrs\" aria-label=\"Baseball, hot dogs, apple pie and Chevrolet, see youtube video\">\u201cBaseball, hot dogs, apple pie and Chevrolet<\/a>\u201d which became one of the most iconic car jingles of all time.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now it\u2019s back, with a tasty club-flavored remix introduced by Guy Fieri. But why did, and does, the song make such an impact on audiences?<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Engage with the right brain<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">In modern advertising, music is too often an afterthought. But it\u2019s one of advertising\u2019s most powerful weapons, helping attract people\u2019s attention and build long-term positive memories of brands. Orlando Wood\u2019s <a href=\"https:\/\/www.amazon.co.uk\/Lemon-advertising-brain-turned-sour\/dp\/0852941471\" aria-label=\"lemon, read on amazon\"><em>Lemon<\/em><\/a> shows that music is one of the most effective ways of engaging the right hemisphere of the brain &#8211; melody and music are \u201cthe natural language of the right brain\u201d. Lemon shows how ads with features (like music) that have right-brain appeal also create more positive emotion and lead to greater brand-building effects. Getting the music right matters.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Chevrolet\u2019s original ads also use voiceover well. It\u2019s standard ad practice to dilute the impact of a soundtrack, or of other creative features, by laying a voiceover on top to deliver the sales message. Chevy didn\u2019t succumb to that temptation &#8211; the voiceover in those 70s ads exists in dialogue with the jingle. Most voiceovers split the audience\u2019s attention when they\u2019re watching an ad &#8211; Chevrolet\u2019s worked to reinforce the soundtrack.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The results set up a string of brand associations &#8211; baseball, hot dogs, apple pie and\u2026 the audience\u2019s brains are happy to fill in the blank! It\u2019s that strength of association that means that the current campaign initially didn\u2019t even feature the song. Chevrolet got Guy Fieri to create an apple pie hot dog and promote it at a baseball game, and the power of brand association did the rest. It\u2019s a testament to Chevrolet\u2019s original 70s work that almost half a century later, that link is still strong and the soundtrack still resonates.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>How sound can support the story and drive results<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">In Chevrolet\u2019s ads the music was the focus, and the story was secondary. But music in storytelling ads is crucial too. It works best when it\u2019s a natural fit for the story, the setting and the characters. The same ad with a melancholy ballad and a jaunty pop tune will have very different emotional impacts. In some cases, the music can form the whole basis for an idea. For example, in a generally somber 2021 awards season, Cheeto\u2019s brought a much-needed dose of humour with its brilliant ad built around MC Hammer and \u201cU Can\u2019t Touch This\u201d.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Get the soundtrack right and you\u2019ll see a more positive response to your ad. And this will pay off. A <a href=\"https:\/\/ipa.co.uk\/news\/new-evidence-on-tangible-value-of-creativity\" aria-label=\"recent study, read on IPA\">recent study<\/a> of effectiveness from the IPA shows the value of this &#8211; it found that emotional creativity is the second-ranked driver of business effect, beaten only by the size of the brand.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When you create advertising devices that make people happy and stand the test of time, it can generate long-term benefits. Nobody at Chevrolet in 1974 was thinking \u201cI bet they\u2019ll want to make an ad using this song in 2021\u201d (and they definitely weren\u2019t thinking about the apple pie hot dog). But here we are, and by creating such a strong soundtrack, Chevrolet can reap the benefits of nostalgia now and in the future.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Who will remember a blank background with a spinning product in front of it, or a generic voiceover, in 50 years&#8217; time? A lot fewer people than remember \u201cBaseball, hot dogs, apple pie and Chevrolet\u201d.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>From Steve Miller\u2019s \u201cThe Joker\u201d to Carl Douglas\u2019 \u201cKung Fu Fighting\u201d, the hits of 1974 include their share of classic earworms. But over in adland, Chevrolet made a hit of its own that year &#8211; \u201cBaseball, hot dogs, apple pie and Chevrolet\u201d which became one of the most iconic car jingles of all time.<\/p>\n","protected":false},"author":7,"featured_media":1615,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why \u201cBaseball, Hot Dogs, Apple Pie And Chevrolet\u201d Has Stood The Test Of Time | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-baseball-hot-dogs-apple-pie-and-chevrolet-has-stood-the-test-of-time\/1614\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why \u201cBaseball, Hot Dogs, Apple Pie And Chevrolet\u201d Has Stood The Test Of Time\" \/>\n<meta property=\"og:description\" content=\"From Steve Miller\u2019s \u201cThe Joker\u201d to Carl Douglas\u2019 \u201cKung Fu Fighting\u201d, the hits of 1974 include their share of classic earworms. 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