The power of song

Is the power of song becoming a stronger and more powerful advertising tool? Are the melody and lyrics of a song enough to enhance a brand and it's message?

There appears to be a growing trend at the moment for well known movie/musical songs to be incorporated into ad

verts; used as the background music to on screen action or as the main theme with the lyrics adapted to suit the brands message.

Mazuma mobile ad here, has altered the famous oompaloompa song from the original Charlie and the Chocolate Factory movie to incorporate its brand and their selling message.

Littlewoods christmas advert uses A Nightmare before Christmas as its accompaniment to the onscreen action for it's advert showcasing the magic of christmas and reverting to childhood.

Although i like both the advert's action and the song, parts of the connection between them are still very loose and it doesn't appear to fit all the messages that Littlewood are expressing. The magic of christmas is certainly displayed though both action and song but the other theme of Christmas (bringing out the child inside) although choreographed very well could have been suited to a better song considering the connotations with the movie A Nightmare before Christmas.

Even Iceland who have for a few years now aired their chirstmas advert in the form of song, seem to be following the trend of movie/show tunes this year and have moved away from adpating the lyrcis of well-known christmas songs, to adapting the famous Can-Can (film version from Moulin Rouge). Though a catchy tune and a well known song, the tempo makes the lryics very hard to hear, so although the brand will certainly be remembered this chirtsmas their exact message may not be displayed (apart from the prices of course).

How many other brands will be joining this group of musical sellers? Will the 'catchy' nature of these songs project them to the forefront of consumers minds when Christmas shopping, even if the song is hated by particular consumers? Adverts own form of pester power?

The question will remain to be answered, is the power of a song enough to enhance the brand in the consumers eye?