Jingles are still big in the Philippines.
Here are some tips when you need to write one, with a few examples from my most admired commercial jingles,
and a few of my work.
1. The Checklist
Make a list of all the things you need to say.
Your first listener is your Client.
It should please his/her checklist.
If you manage to mention and spread these things well throughout the song,
half of the job is already done.
2. Identify The Hook
This is your money shot. This is where big companies are spending their budget.
Which part should be the recall? Which line should be the highlight?
If it gets cut down to a 15s, or a 6s, which part should remain?
This is also where you want the LSS to happen.
3. Sell It With Feelings
Music connects people. What better way to connect with your consumer
than through feelings? Make them feel something with your lyrics.
Don't just sell a product. Sell a belief. Sell nostalgia. Sell a feeling.
4. Be A Poet
Write it nicely with cadence.
You may or may not use rhymes, but the words and phrases should sound good
even when spoken. Recite the lines. If it sounds good, that should be it. This will make things easier and will sound better when you present to your clients. The arranger will also thank you for this.
5. Pegs Are Your Friends
Pegs are bridges. They help Creatives express their intent, at the same time
aides the Client in agreeing on a direction.When choosing pegs, make sure to consider your brand's tonality, and your intent.
Now here's a little secret if you're starting out: replace the lyrics of your peg with your own words.
Best if you stay true to the breaking and syllables.
Can you guess which pegs were used on these jingles?
SMB Five Thirsty
CEBUANA LHUILLIER San Ka Man Magpunta
6. Find Their Voice
If it's written with a singer/endorser in mind,
imagine that person singing your lyrics.
It should fit like a glove. Pepsi Megadrive
7. Essentials Only
Don't waste a single line.
All lines written should contribute in driving the point.
Usually that's your campaign line, or your thesis statement.
8. The Art of Subtraction
If in case you see yourself writing too much,
revisit and take out all the unecessary words/phrases.
Try to find words that can be replaced with shorter ones.
9. There's Always A Way If client asks you to replace a phrase or a word,
or insert a statement, there's always a way to do it.
Just do it nicely.
Can you identify which lines here were requested by the brand?
TNT's Nasa Saya Yan
10. Enjoy The Process
You'll never know where you're gonna hear your jingle.
You might as well be proud seeing strangers sing it in random places.
コメント