It seems like every cluster of TV commercials contains at least a couple of products featuring a Classic Rock soundtrack. And why not? The music has shown incredible resiliency, it is powerful, and it now spans generations. Products as diverse as Microsoft and Cadillac have successfully used Classic Rock anthems effectively, and now Fidelity is featuring Paul McCartney and his music in their current campaign.
So what can go wrong? Buick went to the Classic Rock archives in 2005, integrating Aerosmith’s "Dream On" into their umbrella campaign. And of course, the whole vibe of these commercials was wrong. The song didn’t match the car or the mood and flow of the commercials. In spite of using one of the biggest hits in Classic Rock history, this is proof that it takes more than just a great song to make a great campaign.
For the most part, the use of these iconic Classic Rock songs has been good for the genre (and of course, the format). It exposes them to a wide audience, and usually creates an attractive, memorable context. But like a bad music video, using the wrong song in a mediocre or poorly targeted campaign can have dire effects. We’ll still enjoy "Dream On," but the faster we can purge those Buicks from our collective memories, the better.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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