Initiator Commercials Featuring Techno Tracks

Today, we’re presenting the most iconic commercials featuring techno music, curated for Techno Airlines readers.

Techno music, once a niche genre, found its way into mainstream advertising, especially in automobile commercials. During the late 1990s and early 2000s, techno tracks were frequently used to create a modern and energetic vibe, reflecting the music’s underground roots while appealing to a broad audience.

In 2002, an advertising executive noted,

“The music you hear in automobile commercials is better than most of the music you can hear on the radio.”

This trend was so prevalent that an annual gathering of companies with licensable properties had to move to a larger venue due to the increased interest from car manufacturers.

Volkswagen | Turbonium

“We want to create an image where people will remember us for our music. When you go after the youth market, they’re very in-tune with music. They love what we do with it. It’s our way to carve a niche.“

 

— Liz Vanzura, director of marketing at Volkswagen of America

Volkswagen set the trend for using innovative music in their ads. With declining sales in North America, they hired Arnold Worldwide to revamp their image. The result was a series of commercials that resonated with younger audiences, significantly boosting sales and rejuvenating the brand’s image.

Mitsubishi | Eclipse

Building on the success of techno music in Volkswagen commercials, Mitsubishi followed suit with a striking ad campaign. The creative mind behind this campaign, Eric Hirshberg, explained his choice:

“We had this very simple idea: Let’s make the Mitsubishi owners into a cool club. If they were all singing a Britney Spears song, the specialness of driving a Mitsubishi would have gone away.“

Nissan | Maxima

Nissan‘s Maxima commercial featured mechanical sounds created by musician Rob D, perfectly synchronized with robots assembling the car. The director of Nissan‘s ad firm emphasized the importance of music in car commercials:

“The role of music in car commercials is one of the last tools in the marketer’s arsenal. It can get under people’s radar. People have grown up on commercials – they’ve seen everything. But the one thing that is disarming, the place where you can connect, is the music. That’s why it’s been playing such a prominent role.“

Levi’s | Drugstore

Techno’s influence extended beyond car commercials. As the millennium approached, a Levi‘s ad featured a track by the Norwegian band Biosphere. This ad captivated audiences and further boosted Levi‘s popularity, showcasing the versatility of techno music in advertising.

PIRELLI | P6000

In January, Pirelli Tires used a track by the Chemical Brothers to complement an adventurous commercial. The ad depicted a woman navigating through ice plains, across lakes, and over lava pits, demonstrating the powerful synergy between techno music and dynamic visuals.

In Summary

In summary, why choose techno? Ad firms select music that aligns with the commercial’s mood, explains Vanzura. For commercials aiming to evoke a “technical” and high-paced feeling, techno music is the perfect fit.