High Five: The Power of Sound

The hyper repetitive jingle and sports-focused ad buy has captured the attention of meme creators everywhere. The jingle breathed new life into an old advertising tactic, and the way the online community has embraced it (whether they hate to love it or love to hate it) has made for an instantly recognisable brand impression of modern Rick Roll proportions.

If you’re anything like me, you decided to watch 'The White Lotus' because of the sheer volume of people on TikTok using the opening credits sound. Everything about the show and its cast is iconic, but I give credit to the opening track for indoctrinating its viewers into its drama-loving, wine-drinking, Coolidge-crazed cult. The TikTok virality of the track signalled - this is something you don’t want to miss.

But what happens after a sound becomes a sensation? Following the popularity of his song 'Betty', on TikTok, rapper Yung Gravy doubled down on his love of older women in a new campaign for Jimmy John’s. While it’s a fun concept, I can’t help but think JJ’s missed an opportunity here to have Yung Gravy do what he does best: give us a hook we can dance to.

To get people talking about the release of DiGiorno’s fully stuffed-crust frozen pizza, top TikTok music talent turned out with original tracks to commemorate the product. This spread of creators targeted a wide cross section of FYPs, and the songs paid off with their core audiences, resulting in over 217 million views.

Like sound itself, nostalgia is a powerful tool. Here, Progressive taps into both to give us a cheeky spin on opening credits.