The decision was made to record in a studio rather than use an existing recording because the creative people wanted to make changes in the music (avoiding the high B natural at the climax for one). Tenor Luciano Pavarotti sings the Puccini work-twice-including a 3-minute final encore. The same director, Joe Pytka of Venice, who had also done a Tott’s Champagne commercial, was responsible for both.ĭelta Airlines has a commercial running now (prepared by BBDO in Atlanta) using “Nessun dorma,” made even more popular lately by the hit recording “Carreras Domingo Pavarotti in Concert” and the repeated airings of the video on PBS. They paid a licensing fee of “between $15,000 and $20,000 to London Records.” The recording company would not divulge how much of that went to Tebaldi directly.īBDO and the client were so pleased with the result they did another one, using “Babbino caro,” this time in a voiceless jazzed up version in which a couple engage in an erotic food fight in an elegant SoHo apartment.
Johnson and his creative team decided on opera “because it moved the film.” They will not identify the soprano (“it implies endorsement”), but any aficionado can tell you it is Renata Tebaldi.
Typically, music uses 5%-10% of a 60-second commercial’s budget. Johnson said that to use or commission a contemporary piece of pop or classical music and have it performed by top artists could have pushed expenses as high as $150,000. Ironically, neither was scripted initially with opera, which has been used over the years to suggest class and status.ĭavid Johnson, vice president at the giant New York ad firm BBDO, explained that the visual for DuPont Stainmaster was shot in Los Angeles before the search for the music began. Two of the most popular commercials now being aired nationally involve great Puccini arias, spine-tingling works that can freeze attention even in TV’s vast wasteland of clutter.
Today, bits and pieces of the music of these masters increasingly is being used to sell everything from detergents to airline tickets to toilets. Advertisers are rediscovering that the venerable music of Mozart, Verdi, Puccini and Catalani, among others, can thrill-and perhaps sell-as no other music can.
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