Using Film Music | Delta Commercial
I’m telling you scores are all around us, popping up when you least expect it like a prowler in the bushes. Sorry, that’s creepy. Like a teddy bear in your bedroom? Nope, just as creepy…moving on. Let’s take a look at the use of film score in the newest Delta campaign called “UP.” The well-directed campaign used my favorite cue Impossible Opening from the score “Finding Neverland” by Jan A.P. Kaczmarek. Not only is this piece a favorite of mine, but also the Academy’s, since it won an Oscar for best score.
We start in an elevator on the bottom floor. Someone hits the “up” button and the camera continually cranes upward (get it?) throughout the airport for the entire commercial. We end up with the plane soaring up through the clouds to its destination.
The music starts off nice and sweet with a simple little piano riff, syncing with the upward floating shots of the inner workings of the airport baggage area. When it shows the establishing shot of the airport, that’s when the orchestra kicks in and the string section gets a workout. The music adds a sense of regal importance. The swirling strings give a real sense of busy movement saying that a lot is happening, yet it’s really important and efficient. The tone is also jovial and light, giving the sense that it’s not a hassle to travel, even though we all know that’s not case (insert 80’s standup jokes about airplane food here).
What I’m saying is that the mix of a good concept matched with the perfect music creates a stellar ad that I won’t mind seeing a billion times when it comes on TV between my favorite shows.
Using Film Music is Score Revolution’s blog column that explores how existing film music has been licensed throughout media. It is written by Score Revolution’s own Score Guru, Lucius Dillon. License film music through the Score Revolution Website.