Spilled.Milk

On Monday, Adweek’s Tim Nudd highlighted the 10 best commercials of 2011 and today we’d like to recognize 4 of them for their superior use of music:

4. Nissan LEAF - “Gas Powered Everything” (TBWA\Chiat\Day, LA) :: This spot paints a dystopian world of loud, smokey motors powering all of the things in life. Black Iris‘ music underscores visuals of gasoline powered electronics with somber, foreboding piano with several drum roll accents. The moment Nissan’s new all-electric car is seen, however, the track seamlessly takes a positive turn with the addition of angelic voices and cymbal splashes. Without the music, the effectiveness of this commercial would be considerably diminished.

3. Chrysler - “Born of Fire” (Wieden + Kennedy, Portland) :: The Emmy award winning ad begins with shots of Detroit as a gruff voice proudly defies negative press about the auto bailout, underscored with a piece of Rhys Chatham’s “Crimson Grail.” At the thirty-five second mark a choir arrangement (composed by Michiganite Luis Resto) fades in, bridging to the well-known guitar strum of “Lose Yourself” by Eminem — a Detroit powerhouse. The choice of music and their combination adds a great deal to the tone and tempo of the ad.

2. TalkTalk - “Homes Within Homes” (CHI & Partners, London) :: Classics never go out of style. The Righteous Brothers’ 1965 chart-topper “Unchained Melody” (music by Alex North, lyrics by Hy Zaret, 1955) is used to great effect in this UK telcom commerical. With the multitude of iDevices and online networks, technology is increasingly seen as an erosion element of human contact and interaction. Nevertheless, this spot shows us — by way of anthropomorphized dolls and tchotchkes — that technology can in fact facilitate human connection. Without it, “time goes by so slowly” when we’re alone and distant from our friends and family. In fact, if the toys in this ad could hear ”God speed your love to me” sung, I imagine they’d think God was TalkTalk.

1. Chipotle - “Back to the Start” (Chipotle & CAA) :: Here we have something really special. The strong visual story created by stop-motion animator Johnny Kelly (Nexus Productions) is bolstered with legendary Willie Nelson covering Coldplay’s hit “The Scientist,” facilitated by David Leinheardt at duotone. The lyrics guide our understanding of the farming industry’s path away from sustainability: Nelson sings “I was just guessing / At numbers and figures” as a farmer expands his stables and silos. Next, conveyor belt pigs are plumped and pumped full of drugs before being trucked across the country to the tune of “questions of science, science and progress.” Then we see the farmer rethinking his decisions (“no one said it was easy”), before deciding to “go back the start,” farming naturally and locally. Nelson’s iconic voice and the fact that he founded Farm Aid adds an authenticity nothing short of genius.

[Adweek link c/o evangotlib.]