We'll admit it, we are definitely more excited about the Super Bowl commercials and the music placements than the actual game. This is the time that companies invest immense amounts of money just to have the right audio representation of their product.
We all know the high risk of this, though. While choosing an expensive song, if it is the right fit, can be a high-reward situation, it has equal potential to work negatively on viewers. This year, Luxury carmaker Acura is taking that risk by using Van Halen's hard-diving rock n' roll classic "Runnin' With the Devil" in their 30-second ad for the 2017 NSX high-end sports car.
Acura has been known to go all-out for their ads, but hasn't had a Super Bowl spot since 2012. In the ad, comedians Jerry Seinfeld and Jay Leno dueled over the first NSX to come off the production line. The 2016 ad will be done by the same agency as was the 2012 ad, MullenLowe.
There was a lot that went in to choosing this particular track for Acura's ad. Both Acura and MullenLowe considered a variety of songs before settling. Leila Cesario, the national advertising manager for American Honda's Acura division acknowledged that "The Super Bowl is a big American platform" and that the song needed to be "A big American band that screams excitement". MullenLowe deliberately shot NSX in shades of red, white, and blue — even more fitting for the patriotic feel.
Tena Clark, founder of DMI Music & Media Solutions in Los Angeles, was chosen to advise the song selection and believes that the Van Halen track "Matches with the story line and the visuals [MullenLowe] has shot".
Advertising can provide an artist with income long after records stop selling, or musician stop touring, and now more than ever, artists are willing to work with Madison Avenue in order to keep up with the major changes economics of the music industry. This is evident in the many companies that are spending lots of money for big iconic music spots. It is rumored that along with Acura, other companies such as Skittles and Pepsi will have some well known tunes for their ad spots.
To read more about the placement, head on over to NYT.