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Arts & Communication Music and sound in Greek TV commercials

implication. Coca-Cola was among the first companies to Coco-Cola aimed for the ad to resonate on a global
actively promote social values through advertising. scale. Although Greek captions “localized” the ad for
In terms of thematic structure, the commercial’s first specific viewers, the overall scope was international.
scenes are interrelated. From a couple watching their baby As noted earlier, popular music is a common tactic for
crawl to witnessing the baby’s first steps, a caption appears reaching a broad audience. The familiarity and comfort
stating: “You know, the older kids get, the harder it is to of popular music draw listeners in, making this emotional
keep them close.” This phrase introduces the underlying aspect more engaging.
theme of the commercial: parents must adapt to each stage Musically, the ad is structured in G major, providing a
of their child’s development. The initial scenes show happy seamless connection between the scenes and contributing
parents during their child’s infant and toddler stages, to a harmonious flow that culminates in the Coca-Cola
followed by a growing sense of detachment as the child branding. Sound effects add realism to the visuals, whereas
starts school and engages in other activities. This sense of the music itself remains non-diegetic. The rhythm of the
parental detachment reaches its peak during teenage years. imagery and the movements of the protagonists align
However, the persistent mother in the final scenes finds a with the singer’s performance. However, the musical
way to reconnect with her reclusive son. The caption states: accompaniment’s rhythm is more intricate, creating a
“Luckily, you know all those little secrets that bring him counterpoint textual against the visual flow. Although the
back to you.” That secret is none other than a bottle of voice follows a harmonic progression, the music develops
Coca-Cola. The child’s departure is temporary, but Coca- contrapuntally. The tempo of the track is approximately 10
Cola accompanies all moments and feelings. BPM faster than the original version, maintaining a 12/8
The advertisement resolves through the mother’s blues feel. Although 4/4 is a more typical time signature, the
reaction: preparing a family meal accompanied by Coca- compound time structure of blues gives the track a unique
Cola. This action is portrayed as the “secret” that reunites sonic identity. The track’s danceable pulse emphasizes the
the family, aligning with the caption “Because where interplay between the “downbeat” and “upbeat,” with the
you feel happy, you always want to return.” The musical words falling on the upbeat creating a circular, uplifting
accompaniment reinforces this theme with the lyrics “Bring motion that can be “stimulating.”
your sweet loving, bring it home to me.” The advertisement Despite the moderately fast tempo, the distinct rhythm
concludes with the Coca-Cola jingle and the slogan “Better stands out, drawing the viewers’ attention to key moments
together, open happiness,” effectively positioning the brand in the ad. The commercial concludes with Coca-Cola’s
as a significant facilitator of family bonding and shared well-known jingle. The transition from the 12/8 rhythm
contentment. of the song to the 4/4 rhythm of the jingle is particularly
Advertising design often focuses on values and interesting. The 12/8 rhythm divides into four main pulses
concepts beyond the purchase itself. In this case, Coca- that naturally lead into the 4/4 time, with a rubato moment
Cola connects its soft drink with the value of family and at the transitional point (00:26) seamlessly guiding the
the concept of “Together, we are better.” On a psychological listener to the jingle. This creates a smoother progression
level, purchasing a product linked to social values fosters to the finale, which presents Coca-Cola’s signature slogan:
a subconscious connection between the product and the “Better together, open happiness.”
projected value. That is why the revelation of Coca-Cola
takes place at the end of the advertisement. 6.2. Case study II: Nespresso double coffee capsules
– “What else?” (2016)
Undoubtedly, the cover of Sam Cooke’s well-known
song “Bring it home to me” plays a central role in Coca- For over a decade, George Clooney has been Nespresso’s
Cola advertisements. The song drives the narrative, with most renowned and credible ambassador. The brand has
its lyrics serving as the sole vocal element. The lyrics become intrinsically linked with the actor’s name and
accompany each frame harmoniously, building step by sophistication. In the 2016 commercial for the double
step toward the product’s unveiling and culminating in espresso capsules, Clooney co-stars with the well-known
the singer’s emphatic “Yeah, yeah, yeah” at the finale. This actor Jack Black. This short TV ad, lasting just 20 s, revolves
crescendo affirms the emotional and positive association around the phrase “What else?” and encourages viewers to
with Coca-Cola. The lyrics function to evoke emotions and consider the unique qualities of Nespresso coffee. Clooney,
support the storytelling, as the characters remain silent, in a rural courtyard, prepares a cup of Nespresso. When
expressing their feelings through facial expressions. The the coffee is ready, Black attempts to impress a woman by
combination of lyrics, captions, and subtle verbal symbols using Clooney’s catchphrase, “What else?” in his own style.
delivers the advertisement’s message. Clooney is surprised by the alteration and wishes to correct

Volume 3 Issue 2 (2025) 11 doi: 10.36922/ac.4374