Richard Bratby

The Mozarts of ad music

The hidden men and women composing melodies to make you buy

‘We call it the John Lewis Ending’: the commercial’s music has become the defining advertising sound of our time. Credit: Image courtesy of the advertising archives 
issue 10 April 2021

It’s Christmas 2020 and Kevin the Carrot is on a mission. Snow swirls, ice glistens and roast turkeys and cold cuts wait on the table, bathed in cosy firelight. The visual symbols of Christmas are all present and correct in the big Aldi seasonal advert, but what pulls them together is the music.

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