Licensing popular songs for ads is so passe. Here are the advertisers who have a track record of going a step further with music -- and demonstrating for consumers that making tunes is a meaningful part of their marketing DNA.
When Lincoln revamped its image early last year, it adopted the tagline "Hello Again." An ambitious project in which the automaker spent a year collaborating with artists followed. The first concept out of the gate was a live show by Lincoln agency Hudson Rouge and director Chris Milk, which featured singer Beck performing his interpretation of David Bowie's "Sound and Vision." The performance was filmed at the 20th Century Fox Studios in Los Angeles for 3D, using multiple cameras. It was then turned into a 360-degree interactive experience. The brand also tapped directing duo Wriggles and Robbins to reimagine the old-school LP. They created a film that saw the world from the record's point of view, depicting people's reactions to the music imprinted within it -- Amateur Beast's "Be Happy." Best of all, it was done by asking actors to improvise a scene when they heard the music for the first time.