When the message of the music is more powerful than the brand message.

Last night my girlfriend just couldnt stop singing

"people take pictures of each other .. lalalala"

round her head it was going, and if you know the tune (& the ad' it's currently synced to) - it'll be going round your head soon too !

I asked her if she knew what brand it was advertising ?

"Er, not sure, a camera - I think"

 - "Yeah, but what model ?what brand ?" - I replied.

She didnt know.

I dont know either.

I certainly remember the song though..

:-/ 

 It's Sony Ericsson. Do I win a prize?

 I secretly suspected that it was, but the point  - is the brand message lost, to some degree ? behind such a powerful pop hook ? - it certainly sounds like an 'ad tune' - but do too many TV watchers just walk away (maybe straight to iTunes) singing the song - without *consciously taking heed of the product/brand ?

Or is it ok to just work on a subconscious level ?  

Yes OG - heres your prize :

http://www.youtube.com/watch?v=21lOpV5c2OQ&NR=1

;-) 

I agree. Personally, I hate the use of existing music in ads, or at least, music I love... it's lazy marketing when a brand tries to worm its way into your affections by hijacking a track you have strong associations with.

Thanks for my prize.