Super idol's smile is not as sweet as yours, and the sun at noon in August is not as dazzling as yours."
"You love me, I love you, Michelle Ice City is sweet."
If you have been browsing station B or Douyin recently, you are likely to be brainwashed by these two lyrics, and even when you see the lyrics, you can't help humming along.
However, many people may not understand that these magical lyrics and melodies are actually from advertising songs.
Among them, the former is from the advertisement song "Love 105°C" customized by A Si for Watsons distilled water, and the latter is from the theme song of Michelle Bingcheng, a chain brand that specializes in ice cream and tea.
As advertising songs, these two songs were successfully out of the circle and achieved dazzling results in terms of communication breadth. Behind them are the efforts of the creators and brands, as well as various coincidences. We tried to analyze the reasons for the popularity of these two songs, and use this to get a glimpse of what industry trends the fast-developing advertising songs may indicate.
1. Attack ad song
First of all, let's take a look at how popular these two commercial songs are recently.
Take its data performance on station B as an example. Recently, the hot search chart of station B can be called the prosperous age of advertising songs. On the morning of June 20, the top three videos related to advertising songs occupied two seats, and it attracted countless attention. The two songs mentioned in the text.
Up to now, the videos related to "Love You at 105°C" have reached a maximum of 9.89 million views on station B, and new videos are still emerging. Even Ah Si himself, who hadn't posted on station B for more than half a year, finally showed up after the song became popular and posted a video of the original singing to gain a wave of his own popularity. At present, the number of views of the video has reached 4.86 million.
The "Misue Ice City Theme Song MV Chinese and English Bilingual Version" on station B has exceeded 11.78 million, and has triggered a large number of secondary creations of various types. Even CCTV news has ended up playing stalks. Live fully reflects the current popularity of the song.
And the performance of these two songs on Douyin is even more dazzling. As of June 23, the number of video views under the topiand its theme song has exceeded 6.31 billion , the two add up to 9.52 billion, which means that more than 600 million monthly active users of Douyin play related videos more than 15 times per capita.
And "You Who Love 105°C" became popular not only on short video platforms, but also on streaming music platforms and K-song platforms - it once topped the QQ Music Hot Songs Chart and the top five on the National K-song Cover Chart.
From an industry perspective, the rise of advertising music is not an isolated phenomenon, but has already formed a certain industry trend.
According to the "Chinese Digital Music Quarterly Report 2020 Q4" released by Tencent Music Entertainment, the number of commercial songs in 2020 has increased quarter by quarter, reaching 33 in the fourth quarter, a three-fold increase from the 11 songs in the fourth quarter of 2019. .