Page 103 - AC-3-2

Arts & Communication Music and sound in Greek TV commercials

serves a greater purpose. It underscores the theme that create a realistic setting. Every sound added is essential, as
Molto croissants bring everyone together, transcending it enhances the authenticity of the images and adds value.
boundaries and uniting disparate elements in harmony. Molto’s parent company, Chipita, is a well-known Greek
The package’s opening at 00:14 creates a distinguished food firm with exports reaching European countries, the
noise that gives depth to the image and breaks the Middle East, and beyond. Since 1996, the company has
tranquil, frozen setting. Similar to the sound of breaking been promoting its products internationally. The choice
ice, the noise attracts various animals of different of Johann Strauss’s waltz Blue Danube is deliberate.
shapes and sizes to the Inuk’s location. The distinctive This renowned classical piece imparts flow, value, and
sound thus serves as a guiding point. After the pause quality to the imagery. Strauss’s composition beautifully
at 00:18, the music resumes with a more melodic illustrates the Danube River through musical mastery, and
and less rhythmic style. The scene captures a friendly the creators of Molto’s commercial sought to adopt this
gathering of participants; their faces alight with genuine descriptive capacity and apply it to the visuals. No other
pleasure in each other’s company. The caption “Being genre of music would have fit the frozen landscape and the
with friends is cool” at 00:32 elegantly underscores the depiction of rare Arctic animals as appropriate.
moment. Suddenly, the music ceases, drawing attention The storyline, woven through music and imagery,
to an unexpected detail: A seal continues clapping transcends everyday life to deliver a powerful message of
enthusiastically, seemingly in appreciation of Strauss’s unity and joy. The Arctic, with its breathtaking beauty and
classical masterpiece. The advertisement draws an silent expanse, serves as a backdrop for a universal story
indirect comparison between the music and the sound that resonates with warmth and togetherness, all brought
produced by opening the package. The distinctive to life by the delightful taste of a Molto croissant.
crinkle of unwrapping a Molto snack is presented as a
classic, familiar sound that resonates with consumers However, the advertisement’s message extends beyond
on a nostalgic level. This auditory cue cleverly links the mere consumption, emphasizing the value of friendship.
product to positive memories and emotions, enhancing The ad’s core message is that the Molto croissant unites
its appeal beyond mere taste. The ad subtly suggests that people and overcomes loneliness. In this case, though, the
enjoying a Molto croissant is a multisensory experience Inuk’s friends are animals. This creative decision possibly
by equating the package’s sound with music. serves multiple purposes. By featuring animals instead of
humans, the commercial captures viewers’ attention and
The narrative of the commercial exploits two parallels: piques their curiosity. The juxtaposition of the written
One visual and one auditory. The word “cool” in the caption message with unexpected visuals creates a subtle tension
coincides with the frozen landscape, whereas the sound that prompts viewers to process the information more
of the packaging relates to the sound quality of the waltz. deeply. The contrast between textual and visual elements
“Cool” cleverly ties the emotional warmth of friendship to activates different cognitive pathways, leading to enhanced
the literal cold of the Arctic setting. retention and understanding of the ad’s central message.
Finally, at 00:36, the Molto packaging and the word This approach guides viewers to focus on the theme, as
“cool” dominate the screen, accompanied by a woodwind they subconsciously differentiate between what is written
sound ending on a half cadence at the fifth note of A (the words) and what is shown (the images).
major. This cadence leaves a sense of incompleteness, Finally, another unrealistic element of the commercial
implying there is more to come and instilling anticipation, is that although Inuk’s primary source of food appears to
as the melodic phrase ties to the product packaging. The be fishing, he still has a croissant on hand. This symbolizes
marketers aim for this feeling to lead to the purchase of the product’s wide appeal and accessibility across the
the product. The final image shows the Molto logo and globe. By inference, Molto croissant’s theme blends reality
croissant packaging set against the Arctic landscape, and fantasy, allowing the peripheral route of cognition to
suggesting that the story – like the enjoyment of a Molto take precedence over the central route.
croissant – is never truly over. It continues, inviting us to
savor its simple pleasures repeatedly. 6.4. Case study ΙV: Loux orange juice – “I like to
Although the auditory function of music in relation to Loux-out dancing” (2018)
the visuals is non-diegetic, its role within the storyline is In the competitive landscape of soft drink marketing,
descriptive. The production incorporates music and sound companies often employ innovative strategies to capture
effects as integral elements of the narrative, enriching the consumer attention and build brand loyalty. In this case,
representation of both time and space. The commercial the Loux soft drink commercial, set on the Greek island
appears to have been filmed in a studio, with digital tools to of Naxos, presents a vibrant and energetic portrayal

Volume 3 Issue 2 (2025) 13 doi: 10.36922/ac.4374