How Justin Timberlake rescued McDonald’s from a dumb fate
KFC, Apple and Mercedes are dumb; McDonald’s, Audi and Intel aren’t. Ralph van Dijk, Eardrum’s founding creative director considers why.
As we reach ‘peak screen’ (in which people can’t use screens more than they already do) and smart speakers allow us to navigate life with our ears using our voice as a remote control, marketers around the globe are coming to an uncomfortable realisation. Their brands are dumb.
They don’t make a sound. Not a peep nor a dicky bird (one for the cockneys).
Sure, they have logos, fonts, corporate colours and other visual assets coming out the waazoo, but they’re totally unrecognisable to the naked ear.
All the TVCs they’ve been running for years may have had a consistent look, but with a new voice and soundtrack for each campaign, they’re starting from scratch when it comes to the brand’s sound.
Brilliant and thought-provoking article Ralph. The Macca’s sonic trigger is perhaps one of this country’s most well known, and one that our clients often reference.