The Shape of Happiness

October 11, 2006


In advertising, we know a jingle is successful when people are singing or humming the song. But we also know that most people can’t identify the product or service behind the jingle they’re singing or the joke they’re still laughing about.

In a previous agency, I was asked to come up with a campaign and jingle that would not leave the minds of consumers. We ran “Bank Around The Clock” all summer, absolutely saturating local media. And when I heard my daughter singing it, I knew we’d hit a home run.

Last week my son sang, “Happiness runs in a circular motion.”

I asked if it was something he’d learned at his after school care program (in which case the next line would undoubtedly mention Jesus). He said it wasn’t.

Then I wondered if he’d picked it up on the rez when we were there last. Lakota symbolism is full of circles. But my son said he hadn’t heard it there.

I had to keep guessing, of course, and failed miserably. Finally he told me. It’s from a Cheerios commercial.

It makes perfect sense. Happiness runs in a circular motion. I felt foolish. Here I thought it was some kind of profound insight. And it was about cereal.

These days my kids are also singing my agency’s jingle for The Gas Stop. They were also singing Midco’s re-sing of “Let’s Work Together” by Canned Heat. Both are local campaigns.

The Gas Stop’s name is part of its jingle, which makes it very memorable. “Bank Around the Clock” didn’t say which bank it was. “Let’s Work Together” doesn’t mention Midco.

I presume these campaigns don’t target children, and my kids could care less about the coldest beer in town or data transmission. But when they sit in the back seat and sing these songs, they’re building frequency, and delivering the message to the target (me) in a very powerful way.

However, the Cheerios song works even more powerfully. Clearly, it’s aimed at kids. So when my kids sit in the back seat and sing that song, they’re convincing themselves they want Cheerios. They’re sending me on a philosophical train of thought. And they’re making me feel pretty good about Cheerios, despite all of my better judgment and industry knowledge, just because they have a cool song.

And, of course, because they taste really good sprinkled with cinnamon and drizzled with honey.

By Clara

Filed Under Advertising

Comments

One Response to “The Shape of Happiness”

  1. Jennifer on April 9th, 2007 2:35 pm

    It is strange….because even as old as that song is, now all I think about is Cheerios. And my husband won’t stop singing it.

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