Happy Piano Day!
Today is the 88th day of the year, known as International Piano Day. Part of the purpose of this day is to create a platform for piano-related projects and to continue sharing the joy of playing the piano—the perfect occasion for Amp.Amsterdam // The Sonic Branding Company to share a selection of commercials that use piano music.
“Why does the world need a Piano Day? For many reasons. But mostly, because it doesn’t hurt to celebrate the piano and everything around it: performers, composers, piano builders, tuners, movers, and most important, the listener.” – Nils Frahm
Piano music has been popular among advertisers and creators for many years. This is partly because it can evoke a wide array of emotions, from melancholy and nostalgia to excitement and joy. In addition, piano music is timeless, and unlike many trendy music genres, it remains relevant and retains its emotional impact.
The following four commercials are great examples of how piano music can take a commercial to the next level.
KFC: Piano
Chopin’s Nocturne in E-flat major is one of the most famous piano pieces in the world. It is often heard in movies and TV series, but in 2020, it was used in a less obvious situation: a KFC advertisement. KFC promotes their “finger-licking good chicken” with slow-motion footage of people licking their fingers. The film became a funny and memorable commercial thanks to classical piano music.
Jet: Keep on Moving
In this commercial for the British gas station brand Jet, the piano plays a central role as well, both audibly and visually. A pianist drives his grand piano through the English countryside while playing Joe Jackson’s 80s hit “Stepping Out.” The well-known feel-good song turns stopping at the gas station into a small pleasure.
John Lewis: the Boy and the Piano
A world-famous artist, a hit single, and a beautiful message: the recipe for a successful commercial. John Lewis’ Christmas ad is about the gift that changed Elton John’s life forever: a piano. The ad begins with Elton John playing his first hit single, “Your Song”, while looking back at the key moments of his amazing career. It all returns us to the moment that started everything for Elton: receiving a special gift from his grandmother as a little boy.
John Lewis is not the only company to use Elton John’s hit single “Your Song” in their commercial. A remake of the song was used for a recent Ikea ad, and KFC used Ellie Goulding’s cover.
Burberry: Night Creatures
A group of friends approaches a large extraterrestrial creature on the streets of London. The instrumental track “Celebration,” written by Guillaume Humery, begins to play as they come face to face. The music transforms the creature from a vicious and dangerous monster into a calm, peaceful being that gently lifts up the individuals and creates a beautiful dance. The commercial emphasizes the power of curiosity and exploration of the unknown.
Piano music continues to captivate audiences and enhance the message of commercials around the world. If you are a marketer or creative professional in need of such musical power, please contact us. For any questions or to schedule a brainstorming session, please contact Maurice Paans.
