How many more examples do we need to understand it? In this blog alone it would be hard to count the examples of music as the main emotional connector. Del Campo’s Summer Theme, Nike’s I feel pretty and Suda el Jamón, the ones I’m including today from Saatchi NY, in short, are enough and should be enough. However, we continue to use background music in our tropical countries, terrible!
As if what we have said in the past were not enough, let’s take a look at a recent example in retail from JC Penney’s, by Saatchi New York, a beautiful example of a well-told story capable of connecting brand and people.

And let’s enjoy one more, where we see how music is essential in the storytelling that really links emotionally, with mystery, intimacy and sensuality:
https://youtube.com/watch?v=fMhL_D5DcWE
In the blog search you can look for the other examples mentioned in the first paragraph, and find more. However, I think they are enough to say that we can no longer use “background music”. This is retrograde, old-fashioned, passé, it is not used, it is legitimate mental laziness, it is not acceptable and we should reject it. Until when? Creatives of my country, creatives of our latitudes: wake up to the music!
Also from Saatchi, Dance4Life:

Let’s fill the world with Lovemarks. Let’s fill the world with stories that build, edify and contribute, always with music that connects, excites, provokes.