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Arts & Communication Music and sound in Greek TV commercials

him. Black experiences a moment of realization as the true appropriate. The double notes rhythmically highlight
meaning of “What else?” dawns on him. the protagonists’ actions and dialog. The repetition and
Nespresso coffee serves as catalyzes for dialog between enhancement of the basic melody give the image a distinct
the protagonists and the elegant woman. Her attractive identity, aiding in the easy recall of both the brand and the
presence stimulates peripheral cognition. However, logical product. Although the melody is perfectly synchronized
processing is when invoked through the protagonists’ with the visual movement, it does not serve as a realistic
dialog, encouraging the audience to consider the high reference but functions as indicative punctuation for the
quality of Nespresso. Thus, both routes of cognition operate ad’s key verbal messages. In other words, the music is non-
simultaneously for maximum impact. realistic but aligns with the brand and product.
The music is divided into two main ideas: one with light Throughout the commercial, the music and visuals
melodic mobility and the other with a more stagnant flow. work together to create a sophisticated atmosphere that
The musical sequence provides a sense of space and time aligns with Nespresso’s brand image. The minimal dialog
and is descriptive. When the music is sparse and composed and precise musical cues underscore the product’s quality
of few notes, there is a deceleration in time and intensity. and the brand’s confident market positioning. Notably,
In contrast, when the theme resumes, the passage of time the protagonists’ attire is relatively formal, and suited for
seems to go unnoticed. The main motif of the melodic a corporate environment. The advertisers intend to show
line is based on note A. The musical composition is built that coffee is an everyday luxury, stylish, and suitable for
around a short phrase. This sequence of notes forms the both before and after work. Finally, the setting reinforces
characteristic melody that has become synonymous the “authentic” Italian origin of Nespresso coffee.
with the Nespresso brand and mirrors the movements The commercial capitalizes on George Clooney’s
associated with its coffee. star power and charm as the central character, creating
The commercial opens with a brief musical introduction immediate appeal and recognition. While promoting
featuring an A minor chord and a bell-like keyboard sound. coffee, the ad subtly emphasizes themes of quality,
This sets the stage for introducing the protagonists, George authenticity, and the social aspect of coffee consumption.
Clooney and Jack Black, through a concise exchange. As The use of carefully crafted visuals and a distinctive musical
the scene progresses, the music develop, maintaining a score enhances the storytelling and solidifies a memorable
tempo of approximately 72 BPM. The visuals alternate brand identity.
between close-up shots of the coffee machine and the 6.3. Case study III: Croissant Molto Cool – “Being
protagonists preparing their favorite brew. The absence of with friends is cool” (2017)
dialog and minimalist music during this scene implies that
the product speaks for itself. In the vast, frozen expanse of the Arctic, an unexpected
scene unfolds, blending classical music, wildlife, and the
At the 5-s mark, the music fades, returning to an A simple pleasure of a Molto croissant. This captivating
minor arpeggio or broken chord. A stylish woman enters narrative is meticulously crafted through a series of scenes,
the scene, initiating a brief conversation about Nespresso. each rich with imagery and sound, creating a surreal yet
The dialog is punctuated by musical notes that correspond heartwarming experience that combines fantasy with
to the action, such as a double A note when the protagonists reality.
exchange glances, and two F# notes in succession as the
woman takes two coffees and leaves. The story begins with the timeless elegance of Johann
Strauss II’s Blue Danube waltz, played in D major at an
The commercial then shifts focus back to Clooney and approximate tempo of 96 BPM. This classical piece sets
Black, with a chromatic slide from G to G# to A in the a serene and majestic tone, perfectly complementing
background. Their dialog is brief and pointed, culminating the image of a frozen landscape, possibly in the Arctic.
in Clooney’s catchphrase, “What else?” accompanied by An indigenous Arctic dweller (Inuk), isolated in this icy
a gesture signifying perfection. The ad concludes with wilderness, is seen fishing. Amidst this solitude, he decides
the signature Nespresso musical theme. The final frame to take a break and opens a package of Molto croissants.
displays a black banner with the company’s logo, the The sound of the package opening is surreal – a scratch that
campaign slogan “What else?” and an invitation to learn pierces the silence – adding a touch of the extraordinary
more on the Nespresso website. to the mundane. This scene, though simple, is laden with
The sparse notes match the protagonists’ movements. symbolic elements. The presence of penguins and polar
The concept of duality is reflected in the product title, and bears, though geographically inaccurate (penguins inhabit
the music embodies this duality with double notes where the South Pole, whereas polar bears roam the North)

Volume 3 Issue 2 (2025) 12 doi: 10.36922/ac.4374