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  • Writer's pictureAlexandre Buisson

Harmonizing Success: The Power of Music and Sound Design in Commercials

Updated: Feb 19

In the dynamic world of advertising, where capturing the audience's attention is a relentless challenge, the significance of music and sound design cannot be overstated. These elements play a crucial role in shaping the emotional tone of a commercial, creating a memorable experience for viewers, and ultimately influencing their perception of the brand.

Simply put, film stimulates two of the five senses: hearing and sight. Therefore, what you hear in a video will play a huge role in how successful your overall message is. And we’ll even let you in on a little secret - we believe that sound has an even greater impact than visuals in creating an emotionally impacting film or commercial.

In this blog post, we'll delve into the importance of music and sound design in commercials and explore how they contribute to the success of your content creation and digital marketing efforts.


1 - Setting the Mood

Music has a unique ability to evoke emotions and set the mood for your commercial. Whether it's the upbeat tempo of a lively jingle or the melancholic notes of a piano, the right musical choice can instantly connect with your audience on an emotional level. Consider the tone and message of your commercial and choose music that complements and enhances the desired atmosphere - are you trying to create an atmosphere of peace, or one of fear and tension? The music you choose for a scene will play the main role in deciding the impression you give your viewers.

2 - Enhancing Storytelling

Sound design goes hand in hand with storytelling in commercials. Every sound, from the rustle of leaves to the honk of a car horn, contributes to the narrative. Thoughtful sound design can transport viewers into the world of your commercial, making it more immersive and engaging. Utilize sound effects strategically to emphasize key moments and create a lasting impact - every riser, hit, whoosh (...) will help transport your viewer into your story.

And to take this even a step further, some sounds will directly be associated with certain moods and atmospheres. One of our personal favorite examples of this is the sound of late-night crickets - it might seem insignificant or random at first, but many of us associate this sound with some form of deep and thought-provoking sense of peacefulness.

3 - Brand Identity and Recognition

Just as a logo or slogan contributes to brand recognition, a consistent audio identity is equally important. Crafting a unique sonic brand with a signature jingle or sound logo can make your brand more memorable. Over time, consumers may associate that sound with your brand, enhancing recall value and brand loyalty.

As creators and filmmakers, it can be powerful to forge your own library of sound effects over time. This can be an impactful way to maintain your brand identity all while making your sound design workflow more efficient.

4 - Pacing and Rhythm

The rhythm of your commercial can be influenced by the pacing and timing of the music. A well-synced soundtrack can guide the audience through the narrative, creating a seamless and enjoyable viewing experience. Pay attention to the tempo of the music and its alignment with the visual elements to maintain a cohesive and engaging flow.

One tip we like to give creators and fellow filmmakers is to utilize sound and music as a way to change the rhythm. This is key in order to keep your viewers engaged because a constant pace throughout your video may make your viewers zone out - and this could even mean cutting out the music at some point in the video (i.e. when going underwater or to reflect a moment of true stillness).

5 - Cultural Relevance and Appeal

Music is a universal language that transcends cultural boundaries. When selecting music for your commercial, consider the cultural context of your target audience. A culturally relevant soundtrack can resonate more deeply with viewers, fostering a sense of connection and understanding.

6 - Differentiation in a Crowded Market

In a world inundated with advertisements, standing out is essential. Unique and memorable music and sound design can be a powerful tool for differentiation. When viewers hear a familiar tune or sound associated with your brand, it can cut through the noise and create a distinct identity in their minds.


In the realm of content creation and digital marketing, the commingling of visuals and audio is a harmonious partnership that should not be underestimated. Music and sound design have the potential to elevate your commercials from being merely informative to becoming emotionally resonant experiences for your audience. By investing time and creativity in these elements, you can create commercials that not only grab attention but also leave a lasting impression in the hearts and minds of your viewers.

As humans we are constantly bombarded with different sounds throughout our daily lives, many of which we don’t pay attention to (i.e. the air ventilation, cars passing, distant chatter…) Nevertheless, they are processed by our subconscious and play a key role in how we perceive the world around us - and this universal truth is directly applicable in filmmaking. So don’t underestimate the importance of sound design and music selection, in a lot of cases it might just be more important than what your audience sees. That’s why Papilio Productions continuously dedicates so many resources to developing its in-house audio engineering expertises and working with the best music libraries that can be found online.


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