From Jingles to Reels: How the Way We’re Convinced to Buy Has Changed

martinagvisionfact
Sep 9
5 min read

Updated: Sep 17

Introduction

For years, TV commercials relied on music and jingles to make a product or service instantly recognizable. These sounds stuck in people’s minds, so that when it came time to make a purchase, consumers would immediately think of that brand. Today, however, a catchy jingle is no longer enough: with the rise of new technologies, strategies have shifted to social media. Here, ads blend seamlessly with the content we scroll through every day, becoming part of our Instagram or Facebook feed. The goal is no longer just to make us hum a slogan, but to immerse us in short videos or images that promote a brand almost without us realizing we’re watching an ad. Marketing, therefore, must adapt to an increasingly broad and interconnected audience: not only young people, but also adults and the elderly, all connected through smartphones and thus potential targets of online campaigns.

Close-up of smartphone screen showing social media apps like Instagram, Facebook, and Twitter on a dark dotted background.

The past: the era of jingles and TV commercials

Memorable slogans and jingles that have remained imprinted in our minds are countless; here are a few, just to refresh your memory, which you’ve surely heard:

Nike – “Just Do It” (1988 → today).
Apple – “Think Different” (1997).
L’Oréal – “Because You’re Worth It” (1973).
Red Bull – “Red Bull Gives You Wings” (since 1997).
Coca-Cola – “Open Happiness” (2009), and before that “It’s the Real Thing” (1969).
McDonald’s – “I’m Lovin’ It” (since 2003, originally sung by Justin Timberlake).
Intel – the five-tone “Intel Inside” (1994 → today).
KitKat – “Have a Break, Have a KitKat” (1950s → today, also adapted into musical versions).
Pepsi – “The Choice of a New Generation” (1980s, with Michael Jackson).

In Italy, in particular, the Carosello was very popular. It included 5 advertising moments that created an occasion for conviviality: the whole family would gather in front of the television to watch one of the few shows that were truly worth following at the time. In this way, everyone watched the commercials together, and the entire family would end up remembering them.

In the past, the advertising approach was perfectly straightforward and focused on hard selling the product: “This is my product. I’ll show it to you, I’ll explain why you should choose it.” The message was delivered in the clearest and most concrete way possible, often with the help of famous personalities or supposed customers who gave their testimony and shared how much they had appreciated the product. In this way, the message reached the consumer directly, leading them to think: “Okay, this product or service works, it’s perfect for me.” And so advertising achieved its goal: prompting the customer to take action and purchase that product or service.

Bright billboards with ads for Coca-Cola, Samsung, and Hyundai light up a city street. A red double-decker bus passes below, evening sky above.

The present: reels, TikTok, and digital storytelling

Today, advertising must be directly integrated into social media: it has to be short, able to go viral, and favored by the algorithm; otherwise, it won’t appear on anyone’s homepage. For this reason, creating effective advertising is anything but simple: it requires specific skills, or companies must rely on those who possess them.

Moreover, there are no longer celebrity endorsers like famous actors or athletes telling us how much they enjoyed a product. Today, companies turn to influencers, who showcase, use, and share their experience with a specific product. Their ability to influence the public is undeniable, and that is precisely why it must be leveraged to the fullest, by selecting creators who operate in the same sector as the company. For example, a beauty brand will look for influencers who create content about makeup or skincare, send them their products, and establish collaborations so that they post photos and videos showing and recommending them to their followers. In this way, advertising no longer appears as an interruption during a program or a movie, but rather becomes part of the content we would have watched anyway. It goes almost unnoticed as explicit advertising, yet still subconsciously influences our purchasing decisions.

One sector that has recently been focusing heavily on this approach is restaurants and dining, inviting influencers to their venues to promote their food, praise its quality, and recommend it to their followers. This shifts the focus from the product or service itself to the emotions it conveys: what matters is that it tastes good, that the experience is enjoyable, that it makes us feel comfortable, and perhaps that it is healthy or perfect to share with friends.

The future: where are we headed?

We are approaching a future in which it will be possible to try products without even leaving home. On many websites, this option is already available: by activating the camera, you can try on glasses, shoes, and even make-up products, all comfortably from home. Moreover, thanks to artificial intelligence, it is possible to plan weekend getaways by asking for suggestions on itineraries, restaurants, or activities to do. Often, these activities collaborate with the AI we are using, which helps companies promote their services and assists us in choosing them. Undoubtedly, there is a risk that advertising may lose its authenticity and creative aspect, becoming a mere form of manipulation. The challenge, at this point, is to find a balance that perfectly combines creativity and technology.

Conclusion

In conclusion, advertising is a reflection of our society. It evolves and changes along with us: we have moved from being passive receivers of advertising messages to active participants in digital communication, becoming the very element that companies focus on when they talk about marketing. We are no longer just spectators of a TV commercial; we are interactive consumers who can comment on, share, and react to advertising content in real time. Today, we no longer spend our time humming advertising jingles; we open Instagram, watch a Reel, and share it with our friends, often without even realizing that we are engaging with a form of marketing. In this new context, advertising becomes more immersive and integrated into our daily lives, transforming into an experience that combines content, emotion, and interaction. The challenge for companies, and at the same time for creatives, is to find a balance between technology and creativity, capturing attention without sacrificing authenticity and the value of the message.