Perhaps you’ve seen episodes of Name That Tune on the Game Show Network (or maybe you’re old enough to remember when it was a hit in the 1970s). Regardless, contestants competed to identify a song by listening to as few notes as possible. I was reminded of that show while watching commercials during the Olympics last week. Within the first few seconds of seeing a new ad, I knew it was for McDonald’s. There were no golden arches or kids eating French fries to help me; there was just a vibe, an emotional connection that immediately made me recognize the ad as McDonald’s.
In an age when brands are identified by an icon like a duck or gecko, a recognizable sound like the deep voiceover of Morgan Freeman, or a celebrity spokesperson, I found it refreshing to see an ad that relied on none of those but still made a lasting and memorable impression. Read More »




