What is the jingle

The jingle is the musical tune that gets stuck in your mind when you see an advertisement.

The jingle is a fundamentally important element in commercials (whether they are on television, digital, or even radio) because often, the advertisement and therefore the brand will be associated precisely with those few strategically crafted notes.

How to create a jingle and what are its characteristics

The jingle must convey the company values in just a few seconds and must be super effective.

The characteristics of the jingle include:

• Length: it should be short and impactful (from 5 to 15 total seconds);
• Recognizability and uniqueness: it should be immediately recognizable and only that brand will be able to identify with those notes;
• Catchy melody: it should consist of notes that create a defined catchy tune called catchy.

Differences between jingle, indent, and bumper

As often happens, the term jingle is misused & is frequently used in inappropriate contexts.

If a jingle is a short sequence of notes, the indent and bumper are two slightly more specific aspects:

• The indent: is precisely the sound that is inserted into the frames (or voice seconds in radio spots) that associate the brand logo with the slogan (examples include the "Das Auto" popular in the early 2000s by Volkswagen complete with a voice emphasizing the bass notes);
• The bumper: is the musical moment that precedes the fade to black of an advertising spot. In Italy, it is not widely used as often commercials are cut compared to their original formats.

The jingle, therefore, is a powerful marketing tool that enhances brand identity and is part of so-called auditory marketing.

Attention: the jingle is completely different from the soundtrack of the commercial. Indeed, we are talking about a few notes and not a track edited for an entire commercial.

Examples of Jingles

Some jingles are ancient but still relevant today.

Here are some really important examples of how a jingle can make you remember a brand for years.

Here's an example of a jingle, perhaps a bit daring because it consists of a phrase repeated several times with background notes but which nevertheless turns out to be, it's just the case to say, fitting!

Let's talk about the legendary Pompea commercial that immediately makes clear the great benefits of its stockings, compared to others.

Another remarkable example of pure jingle, is Valfrutta with the unforgettable line: "Valfrutta, nature firsthand!"

Ultimately, the jingle is the synthesis between the images and music of a commercial, and if crafted skillfully, it can make a brand truly immortal.