We take a look at the brands who have used orchestral music – from specially composed tracks to perennial classics.
Orchestral Music in Ads: Our Top Picks
- Apple – Escape from the Office
- Ford Focus – The Beauty of Change
- Cadillac – Colours of Emotion: RED
- Pandora – Celebrate Every Moment
- Pampers – Pooface
- Pantene – Deaf Violinist
- B&Q – Build a Life
- INTEL – Experience Amazing
- Nike – Kobe Bryant ‘Just be Better’ Mamba Forever
- Samsung – Galaxy Z
- Apple – Data Auction
- Amazon – Alexa
- Diesel – Spirit of the Brave
- Red Bull – Last Will
- HP Touchsmart
- American Express – Smile
- MacBook Pro - Bulbs
- Hyundai Sonata – Piano
- Purina Pro Plan – If Your Dog Can Dream It
- Amazon Fire TV Stick – Jeremy Clarkson
Apple – Escape from the Office
Apple "Escape From The Office" from Mark Molloy on Vimeo.
This short film was a favourite with the 2022 Cannes Lions judges, winning a Film Lions Grands Prix award, and has clocked up over 34 million views. It features audience faves The Underdogs from Apple’s ‘Working from Home’ spot, which absolutely nailed how we were all adjusting/coping/going slightly mad, getting to grips with the shift from the office during the pandemic.
Evil Overlord Boss Vivienne is a constant presence now that the team are back in the office. As they’re hiding from her during their lunch break, the gang fantasise about quitting and starting their own business.
They spin their idea into a product, and a product into a company using Macs, iPhones, iPads, Apple Watch, Apple Business Essentials and a suite of business apps. It’s fun, cheerful and inspiring and had us rooting really hard for a group of entirely fictional work colleagues. (Can Apple TV+ please make The Underdogs into a sitcom?)
The plucky start-up’s highs and lows are soundtracked by a modern orchestral soundtrack featuring plenty of busy-sounding, upbeat pizzicato strings – our playlist has lots of quirky, cheerful pizzicato tracks.
Ford Focus – The Beauty of Change
A blue and silver butterfly emerges from its cocoon, soon joined by thousands of others fluttering across the landscape, from woods to rivers and mountains, then on into the city. They alight on a high-rise rooftop, coming together to form the car.
The music is an appropriately-titled track called ‘Transformation’ by The Cinematic Orchestra, which blends piano and orchestral music to create a lyrical feel, as the butterflies make their progress from the country to the centre of the city. Our Lyrical Chamber collection has orchestral tracks to match this mood.
Cadillac – Colours of Emotion: RED
The all-electric Cadillac LYRIQ has a futuristic-looking orchestra, clad in red, conducted by rapper Labrinth, who’s also taking the car for a spin.
The track, Labrinth’s own ‘Lift Off’, has a classical mix of strings playing underneath it, reinforcing the idea of something classic that’s been brought bang up to date in the 21st Century.
George Georgia’s brilliant Classical Collection Remixed brings together orchestral pieces with electronic beats and choral samples.
Pandora – Celebrate Every Moment
Jewellery brand Pandora says that ‘every moment has its own story’, and shows people celebrating pregnancy, love, a wedding – with matching bracelets for the bride and her bridesmaids – birthdays, graduation, and more.
The piano-based orchestral music is underpinned by sweeping strings to ramp up the ad’s emotions and is a song called ‘My Other Place’ by musicians Chris Salt and Domenico Rossi. The suitably-titled ‘Capturing my Heart’ has a similarly thoughtful and romantic feel.
Pampers – Pooface
Richard Strauss’s ‘Also Sprach Zarathustra’, or ‘Thus Spake Zarathustra’ – a tone poem composed in 1896 – is perhaps most famous for its use in Stanley Kubrick’s 1968 film, 2001: A Space Odyssey.
Pampers, however, decided to use the fanfare totally differently, playing it for laughs with a selection of babies given an epic, slow-mo treatment, from wide-eyed wonder to grimacing with mild horror. They’re looks that anyone who’s been around babies will recognize: it’s time for a nappy change...
The Saatchi and Saatchi ad won silver and bronze awards at the Cannes Lions – we love the use of such a well-known track in such an imaginative, and chuckle-inducing way.
Need an orchestral epic – either for serious content or to use as a contrast? Check out these orchestral fanfares.
Pantene – Deaf Violinist
Pantene’s inspiring ad features a young deaf girl who wants to learn the violin. One of the characters speaks, and two of the characters use sign language, as the girl overcomes obstacles and opposition to achieve her dream.
The young girl meets a fellow deaf violinist, who encourages her to embrace her differences and inspires her to enter a classical music competition, which reduces the audience to a suitably awestruck silence before they take to their feet and applaud her.
Pachelbel’s ‘Canon in D’ has been used in a variety of adverts and its beautiful strings – it was written for three violins – makes it the ideal choice to amplify the storytelling in Pantene’s commercial.
Our chamber music collection has more beautiful, elegant tracks to choose from.
B&Q – Build a Life
Uncommon Creative Studio created the Build a Life campaign with the intention of revitalizing perceptions of the B&Q brand. This ad was designed to inspire every Briton to improve their lives, but DIY is often seen as a chore.
B&Q repositioned it as being about creating instead of just fixing, showing through shaky, real-life home video from families across the UK, that home improvement also improves our lives.
The music is by The Cinematic Orchestra, a sweeping orchestral piece called ‘Manhatta’. It’s calming, but also builds to a big finish to match the inspiration of the final B&Q call to arms, ‘What a day it was, the day you found out: you can do it.’
We have more inspiring music for similarly stirring results.
INTEL – Experience Amazing
Bringing the full power of the orchestra to their ad are INTEL, who used Beethoven’s 10th to create drama as they look at all the possibilities when you’re powered by INTEL. From rockets to robotics, movies to mixing, ‘INTEL inside, amazing experiences outside’ is the final message.
The music may be one of the best-known pieces used by advertisers, but INTEL amps it up with a beats-driven remix towards the end, accompanying a section that segues from an at-home DJ mixing to a huge eSports event. Not only that, but Kawehi, an electro-pop musician, remixed the brand’s universally-known 4-note sting so that it’s embedded perfectly into the DNA of the symphony.
Want a twist on this perennial favourite? Take a listen to Barrie Gledden and Kes Loy’s metal arrangement.
Nike – Kobe Bryant ‘Just be Better’ Mamba Forever
Nike are a brand whose scope knows almost no bounds and whose ads are world-famous. They use everything from soul to rap and rock in their campaigns, so it stands to reason they’d also bring in some orchestral music when the story demands it.
This spot was created as a tribute to iconic basketball player Kobe Bryant and is narrated by Kendrick Lamar. It shows how Bryant inspired everyone, from musicians to sprinters, skateboarders to mothers and fathers to ‘Be Better’.
The track used is a take on Beethoven’s ‘Moonlight Sonata’, a beautiful piano track to underscore the intensity of the message and the wide-ranging impact of Bryant’s career.
For a more overt use of orchestral music in a Nike ad, check out another of their basketball ads, featuring Mozart’s ‘Lacrimosa’ from his Requiem. Nike used the piece to create a very different emotional effect from one of its key previous appearances, in Milos Forman’s film, Amadeus.
Want more classical piano? We have plenty of solo piano tracks.
Samsung - Galaxy Z
You’ll be hypnotized by the beautiful visuals of the Galaxy Z Fold ad, which showcases the rose-gold beauty on a plain black background.
As there’s no voiceover, much of the drama of the ad comes courtesy of its orchestral soundtrack, which has a mix of strong strings, piano and woodwind, together with a satisfyingly crisp ending. Woodland Woodwind has a selection of dramatic, atmospheric woodwind tracks, if you’re inspired by the Galaxy Z’s use of them.
Apple – Data Auction
Digital privacy is big news these days, and iPhone want to reassure their customers that they can protect theirs.
Ellie is browsing some vinyl in a shop when she sees an intriguing door – marked ‘Ellie’s Data Auction’ and with her picture on it, she goes through to find an auctioneer about to start the bids on a ‘digital treasure trove: charming Ellie’s private data!’
From emails to pharmacy purchases, location data, her contacts (even her Nana appears on the stage), it’s all up for grabs to the highest bidder. Luckily, Ellie manages to whip out her iPhone just as a crucial lot comes up and clicks on ‘Ask App Not to Track’. All the bidders are extinguished at a stroke.
The track is a natty little orchestral number called ‘Fantasy’ by Esquivel, which reminds you of chase sequences in old cartoons, as speedy strings gather pace with piano and xylophones.
For jaunty music that’s got plenty of bounce and whimsy, take a listen to our xylophone playlist.
Amazon – Alexa
Orchestral music is front and centre at the start of Amazon’s Alexa ad. In a glamorous candle-lit salon, the audience is listening to a chamber orchestra and a soloist – with a fabulous array of costumes and wigs – belting out Mozart’s ‘Queen of the Night’ aria from The Magic Flute.
However, she’s rudely interrupted by a dude on a sun lounger, sailing in and cheekily requesting that they, ‘play something more fun’. The musicians and singer switch to a classical re-working of Donna Summer’s disco banger, ‘I Feel Love’, which duly gets added to Lounger Guy’s ‘Summer Vibes’ playlist.
The ad demonstrates the joys of voice-activation – no need to get up to change your tracks ever again.
Our Opera playlist has plenty of both dramatic and beautiful tracks.
Diesel – Spirit of the Brave
Diesel’s fragrance ad for their Eau de Toilette, Spirit of the Brave, stars Brazilian footballer Neymar Jr getting a tattoo and silencing his critics at a press conference, plus shots of him in action.
There’s a wealth of great football and sports ads – this one has bags of late night, neon-drenched atmosphere, blended with some superhero visuals and plenty of glamour, the game and its fans, together with a commanding voiceover on facing your fears.
The classical instrumental track is ‘The Runner’ by American artist Zack Hemsey, a mix of insistent strings to keep the tension going, and subtle beats to bring some edge. Our hybrid orchestral tracks are a good match.
Red Bull – Last Will
This is another fun one, as you’d expect from Red Bull, whose quirky animated ads are often edgier than you’d think for a drinks brand.
Their 30-second ads are a masterclass in storytelling, and this one is made even better by its use of music. A solicitor is reading out the last will and testament of Michael Ascot, to his weeping widow and two children. But – surprise – Mr Ascot has left his entire estate to… another woman.
Infuriated by this turn of events, the Original Mrs Ascot grabs a can of Red Bull from her bag and flies up to heaven (Red Bull gives you wiiings, remember) to bash her errant erstwhile hubby.
And the tune that fuels this furious flight? Wagner’s mighty ‘Ride of the Valkyries’, of course.
Browse our epic orchestral collection for something similar.
HP Touchsmart
HP’s ad is another clever way of visually representing the power and capabilities of your PC to create worlds of wonder.
A man ‘conducts’ paper, fireworks, letters, colours and screens in a dizzying array of creativity to showcase, ‘the computer – as you’ve never felt it before’.
The music is the stirring, stormy, baroque Vivaldi Four Seasons ‘Summer’, an intense violin piece that absolutely rips along, helping to create the ad’s sense of urgency and the thrill of bursts of imagination and vision coming together.
We have a wealth of violin and viola tracks from wistful to playful.
American Express – Smile
Hats off to whoever created this, executing such a simple idea so brilliantly.
The first part of the ad shows a variety of different inanimate objects that look sad. There’s a purse, a button-back chair, a sink with a dripping tap, even a wooden hanger on a wardrobe doorknob. It’s all illustrating the fact that, ‘sometimes, the little things in life can feel like our biggest enemies’ when they get damaged or stolen.
The second half then shows a different set of objects – a steam iron, a carrier bag, chairs, headphones, a plane – that look like smiley faces, as anything you’ve bought with an American Express card is covered by a host of repair and replacement solutions – not to mention reward points.
As both the visuals and the message are so pleasingly simple, you wouldn’t want to distract with the music. American Express went for Bach’s hypnotic ‘Cello Suite No. 1’. It’s a piece that feels slightly sad at the start, to mirror the sad faces, but also feels quite mellow and comforting, giving you faith that you can trust in Amex.
Looking for a cello melody? Our cello playlist covers moods from passionate to measured, graceful to dreamy.
MacBook Pro - Bulbs
With the concept that ‘ideas have always pushed the world forward’, Apple’s MacBook Pro ad brings together ancient and modern to show progress. From a caveman with a flint creating sparks of light to the lightbulb and atmospheric shots of lights dramatically exploding in the dark, to early flight, motorbikes, microwaves and photography, it’s a whistle-stop tour through technology.
The exploding bulbs become like a fuse, running through the course of history, taking us to robots, rockets and drones around the world. The end tagline, ‘Introducing a tool for all the ideas to come’ firmly positions the MacBook Pro as your ideal bit of tech, no matter what business you’re in.
The super-fast editing is mirrored by the use of the ‘William Tell Overture’, by Rossini, a fast, orchestral chase that gallops along just this side of mayhem.
When you need playful orchestral music for your project, Orchestral Whimsy is the collection you’re looking for…
Hyundai Sonata – Piano
Hyundai’s commercial for their Sonata model is witty because you don’t click what’s happening until the final few frames.
A city is filled with black and white Sonatas zipping around the streets, before finally all converging on an overpass. It takes a moment to realise that they’re configured like a keyboard, with the black and white cars as piano keys and the tagline, ‘Smart is a sedan that’s music to the eyes’.
The music is Mozart’s ‘Rondo Alla Turka’ (aka ‘The Turkish March’), from his Piano Sonata No. 11, which, a little like the ‘William Tell Overture’ from the MacBook Pro ad, has a slightly frenetic feel, which drives the ad through to the visual pun of its reveal.
Take a listen to other great piano tracks, from light and delicate to dramatic.
Purina Pro Plan – If Your Dog Can Dream It
All dog owners would love to know what their canine chum dreams about – especially when they do that ‘kicky leg’ thing in their sleep. Purina takes two doggy mates snoozing on a sofa, and imagines them diving into a glorious lake surrounded by trees, competing to be the first to get a ball. ‘If your dog can dream it, Purina Pro Plan can help him achieve it’.
The Very Good Boys’ fun frolic is accompanied by Figaro’s fast-paced aria from Rossini’s The Barber of Seville, providing a light-hearted, comic feel. For quirky, mischievous orchestral music, look no further than Paul Mottram’s ‘The Ruse Remixed’.
Amazon Fire TV Stick – Jeremy Clarkson
The ex-Top Gear presenter-turned-farmer gamely sends himself up by polishing a bust of himself in his fabulous mansion and admits to ‘loving the sound of my own voice’, to promote the fact that you can use your Amazon Fire Stick with Alexa voice remote.
From The Crown on Netflix to, of course, bringing up The Grand Tour, the combination of Amazon and Alexa can find you pretty much anything you’d wish to watch.
Amazon chose Mozart’s ‘Eine Kleine Nachtmusik’, whose elegant strings automatically convey a feel of upper class whimsy and decadence. If you wanted a more ‘off road’ version, though, then there’s this heavy metal arrangement.
Music for Your Project
If you’re looking to bring an orchestral twist to your content, then have a listen to our modern orchestral playlists. From hybrid orchestral to panoramic orchestral – not to mention epic orchestral, we have something impressive for every possible mood.
Our orchestral music is recorded at the world-famous Abbey Road Studios, and our orchestral composers are some of the best in the business. Mark Petrie is our trailer titan – you’ll have heard his work on everything from The Avengers: Endgame to Life of Pi and Mission Impossible: Ghost Protocol. Discover one of his latest albums, Grand Renewal.
Sunna Wehrmeijer uses her music to tell strong stories with plenty of cinematic flair, and composed the music for the ‘Make a Statement’ commercial, which was nominated for an Emmy.
Luke Richards worked for Hans Zimmer’s Remote Control Productions and is another great example of the ‘Hollywood’ sound. He’s known for his orchestral and hybrid orchestral tracks and his expertise with strings.
James Brett launched his composing career alongside Michael Kamen on features such as The Iron Giant, What Dreams May Come and Band of Brothers, and was the assistant Musical Director on a project with Metallica and the San Francisco Symphony Orchestra. Take a listen to his inspiring Greatest Hits playlist.
If that’s not enough, when you need high-quality original music to license, our latest albums and collections are updated every two weeks on our hub.
The Brands Using Audio Network Music
As we’ve said, our orchestral music is second to none – have a gander at these brands, and the Audio Network tracks they’ve used.
Pukka Presents The NEW Pukka Pasty
Pukka used Chris Egan’s ‘Magic Carpet Ride’, a magical, swirling orchestral Hollywood flight of fantasy, to lend their ad a sense of epic grandeur.
Findmypast - Racing into the Past
A fun look at what stories your ancestry might reveal, with FindMyPast. Quaint and quirky orchestral music conjures mystery and suspense, courtesy of Chesney Hawkes and Sam Wedgwood’s ‘Emporium of Mystery’.
Wessex Garages - Join the Quiet Revolution
Wessex Garages’ ad is nicely pared-back, focusing on their ‘quiet revolution’ message, with music to match. Luke Richards’ ‘A New Chapter’ gently builds, with nostalgic strings and piano.
Foxy Bingo - Valentines Pick A Box
Foxy Bingo’s spot conjures up some John Williams/E.T. vibes through its orchestral track, bringing magic to its Northern Lights backdrop. ‘Life Gives Way 4’ by Alex Kovacs is the bright, light and cinematic orchestral track in question.
Read More
There have been many iconic ads using classical and orchestral music – our deep dive on The Edit features everything from British Airways to Alton Towers and Jaguar. Or, you can find out more about the stories behind famous classical pieces, including the tragedy behind Mozart’s final Requiem and the origins of the phrase ‘opera buff’.
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