Television commercials are a tricky business, largely because you are only given 30 seconds to get your message across to the audience. This message has to be highly focused and heavily targeted, because you simply do not have the time to go through a complete sales pitch. In this way, most commercials are designed more to build brand recognition than they are to increase sales directly. It’s important to be memorable and not get lost in the mix of all the other commercials.

One of the more effective tactics that I have seen lately is the use of unconventional music. By this mean I mean that there are ads out there that are using songs not usually associated with the brand, product, or industry. Just as they did for the first game, this Gears of War 2 commercial does not use an adrenaline-pumping and thrilling soundtrack that you would normally associate with an action game. Instead, the song is remarkably mellow and acts as a sharp contrast to the harshness of the world depicted in the game.

In like manner, this ad for Absolut vodka distinctly deviates form the norm. You see a riot squad out to combat a horde of seemingly angry people, but they are not armed with guns and batons. Instead, it’s a pillow fight and, in fitting with this strangely juxtaposed situation, the music chosen is quite light and airy. This makes the commercial much more memorable.

Even if you are not investing loads of money into a TV commercial and looking instead at other advertising options, think about how you can stand out from the crowd and make your brand more memorable than the other guy. Music is a great way to achieve this.