Nivea lip and facial products teamed up with Duffy to promote their product lines, and a partnership such as this is beneficial for all of the parties that are involved. The television spots mirror the print ads, and feature songs by the band. One of my favorites, called “A Secret Kiss”, utilizes the song lyrics to promote a feeling of the exhilarating first kiss. By integrating ads for both the band and the product, the audience is being inundated with several products at once.
This is a great tactic for marketing; take a look at the attached ad that features Duffy’s lead singer – the ad also promotes her album in the copy. By mirroring the print ads with the television commercials, the marketing tactics are integrated and are able to reach a wider scope of targets.
Using songs in ads also allows the audience to make a correlation between a product and a sound. A study was completed regarding this notion; “The ability of music to create differentiating effects on subjects’ impressions of product endorsers and brands of an advertisement were examined based on the theory of ‘musical fit’. Depending on musical style, music can lead to significantly different impressions of the endorser as well as the brand without affecting general evaluations of the product” (Zander n.d.). When it boils down to the psychology of advertising, music fits right in the mix as songs can promote emotions. In the case of Duffy, her music is sensual and moving, which goes hand-in-hand with the promotion of lip products… and kisses.
Nowadays, it is not uncommon for major rock stars to ‘sell out’ and use their songs in commercials. Back when rock and roll was about a revolution, it was looked down upon to commit the cardinal sin of selling out, but nowadays, advertising is like an art form unto itself. Songs can sell everything – think about car commercials that are plastered all over the TV – dirty rock songs sell big trucks; sexy jazz tunes sell classy Jaguars… all forms of multimedia can sell nearly anything – even emotions.