Babu Saffy

Hello being to you.

I am wondering to day what to talk to you about. There is being so much going on that I don't know where to start.

These boys at Huooolllaaa baluuuu have kept me busy. My mind is all a fluster. They even brought in some monks to try to help me!

But there is one thing that has been nagging at me...

A few weeks ago I saw on the television, some special awards for the best commercials ever, and it got me to thinking.

Out of the top 10 commercials, 8 of them had jingles. You know, those catchy little tunes that you can't get out of your head!

There was 'Louis the Fly' (what an actor he is!), Up there Cazalay and many others.

So I am thinking to myself....mmmm, why is this so. And why are these commercials all form many years ago, and why does not jingles are being so important these days?

It must be my simple thinking, but it makes sense to me. Let me be explaining to you....

Advertising people are constantly telling us that brand awareness is the big thing in your advertising and marketing. Be getting your prospects and customers to think about your brand. Oh, and I'm thinking that this goes for TV shows as well.

So, would it not be making sense to give people (viewers and customers) something they can 'hang on to' to continue enjoying the experience that you are offering?

If I am in the supermarket looking for something to get rid of those pesky flies, and I find myself singing the smash hit "Louis the Fly" - is it not to be making sense that this brand (Mortein - see, it works) is the one I will be choosing to buy? It's in my head - that's how our brains are to be working!

How many of you can be singing the catchy theme tunes to "Gilligan's Island", or "Bewitched" or even that Aussie classic that is to be calling "Skippy, Kangaroo of the bush"!

Then why is that so many are using generic beats, that have no meaning or association with their product, brand or program? Can you be whistling these tunes as you walk down the street on your merry way?

What if I am to be singing a classic song from the sixties, that has been used a number of times for different products. Which product am I to be associating with the song?

But if I was to be singing an original jingle or tune of theme - then I would instantly know what to associate with the song - and which products to buy - because it has been differentiated to me (how is that for a new English word!!).

So please to be taking a moment to think about this. You would even save plenty of drachmas on licensing royalties.

Remember, as much as you try, you cannot be whistling the graphics!!

That is being all for this week. Glenn has told me to tell you that he will give $20 to the first person to call him to say they have read this fine article of mine!

Thank you for watching.

Your friend,

Babu Saffy