50 ads where music made the difference – and why agencies should think of music first, not last

Music can make an average ad great. So why, Robin Hicks asks, is music the last thing a creative thinks about when writing an ad?

My favourite TV ad of the year so far is the Let Yourself Go spot for Kangaroo Island.

When it didn’t win Mumbrella’s Ad of the Month for March (it came third) I felt aggrieved for the agency that made it. But less so a week later when it emerged that the agency had paid celebrities to tweet nice things about its work.

Let Yourself Go is a stunning spot with lots of pretty images. But it would probably have had a similar effect on me if I’d watched a blank screen for 60 seconds.

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