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Arts & Communication Music and sound in Greek TV commercials

of summer fun in just 36 s, blending traditional Greek all the characters enjoying Loux, reinforcing the idea that
elements with modern pop culture. the drink unites people of all ages and backgrounds for a
The ad opens with a young tourist holding a map and shared experience of summer joy. The final tagline, “I like
camera, searching for a Loux orange juice. As a bottle to Loux-out summer,” solidifies the brand’s association
of Loux is opened, the distinctive sound triggers a lively with fun, energy, and the Greek island lifestyle.
bouzouki-led dance-pop arrangement in a C minor scale, Throughout the commercial, there’s a seamless blend
setting the tone for an island-wide celebration. of traditional Greek elements – such as the bouzouki
(a traditional Greek instrument), the island setting, and
The presence of a 20-year-old young man symbolizes
the target demographic of adventurous, enthusiastic the elderly man in traditional dress – with modern pop
culture references and dance moves. This fusion creates
consumers. His initial confusion—holding the map a unique identity for Loux as a brand that honors Greek
of Naxos upside down—sets the stage for a journey of traditions while embracing contemporary fun. The use of
discovery. This narrative device engages the viewer by the well-known song I like to move it by Reel 2 Reel as
creating a relatable protagonist. As the story unfolds, a the base for the Loux jingle provides a familiar hook for
diverse cast of characters is introduced, including a blonde viewers, while the Greek lyrics (Table 3) and setting give it
woman dancing, an elderly gentleman, a shepherd, a little a distinct local flavor. The commercial effectively positions
girl, and a fisherman. This eclectic mix of individuals Loux not just as a refreshing drink but as a catalyst for
represents various aspects of Greek culture and lifestyle, joy, dance, and community spirit on the beautiful island
effectively broadening the appeal of the product across of Naxos.
different age groups and social backgrounds.
The advertisement’s soundtrack plays a crucial role in
The music guides the audience through a series of creating a cohesive and memorable experience. The audio
colorful vignettes that display the diverse inhabitants of begins with the distinctive sound of a bottle opening, then
Naxos embracing the Loux spirit. In front of a cafe, a blonde shifts into a dance-pop arrangement featuring the bouzouki.
woman dance, while an elderly gentleman in traditional This fusion of modern and traditional components in the
black attire sways his cane to the rhythm, sipping Loux music mirrors the brand’s positioning as a contemporary
orange juice instead of the more typical Greek coffee. This product with strong cultural roots. Using a cover version of
scene cleverly juxtaposes old-fashioned and contemporary the famous song I like to move it with altered Greek lyrics
features, highlighting how Loux brings together different to create an instant connection with the audience while
generations. As the catchy refrain “I like to Loux-out establishing a characteristic brand identity.
dancing” kicks in, the commercial shows various islanders
caught up in the Loux fever. Table 3. Loux orange juice – “I like to Loux‑out dancing”
(2018)
A shepherd dances on a hilltop, surrounded by goat –
a nod to Naxos’ cheese-making tradition. A little girl in a # Translated lyrics
diving mask performs in front of a school adorned with (Give it!)
sea-life murals, emphasizing the island’s connection to 1 I like to Loux‑out dancing
the sea. A barefoot fisherman grooves to the music from 2 I like to Loux‑out dancing
his transistor radio, blending traditional island life with
modern Loux vibes. The protagonist’s journey through 3 I like to Loux‑out dancing
Naxos becomes a quest to find the source of this infectious 4 Do you like to Loux‑out?
energy. He encounters twin girls on the beach in summery (Give it!)
outfits, blending traditional and freestyle dance moves. 5 I like to Loux‑out summer
Bottles of Loux bounce to the beat on stone terraces, and 6 With a Loux in hand
oranges leap in rhythm, visually representing the drink’s 7 I like to Loux‑out summer
vibrant flavor. 8 Do you like to Loux‑out?
The commercial cleverly fuses the words “Loux” and (Give it!)
“dance,” creating a new idiomatic phrase (“Loux-out 9 I like to Loux‑out summer
dancing”) that encapsulates the vitality and well-being 10 I like to Loux‑out summer
associated with the drink. This wordplay is emphasized 11 I like to Loux‑out summer
when the tourist finally reaches a Loux stand, takes a
sip, and immediately starts “Loux-out dancing” with 12 Do you like to Loux‑out?
newfound energy. The ad concludes with a montage of (Give it!)

Volume 3 Issue 2 (2025) 14 doi: 10.36922/ac.4374