2023 round-up of the 5 best soundtracks in advertising

The end of 2023 is nigh.

We’re all winding down the work, winding up the Christmas parties and counting down the minutes until we can rot in our living rooms and indulge in a week of binge eating, drinking, and Netflixing. Well – I am anyway.

And we thought, what better way to sign off what has been an – I think we can all agree – ok year than by commenting upon (and in some cases, celebrating) some of the years’ best uses of music and sound from our illustrious advertising industry. A little bit more back-patting can’t hurt, can it?

So, without further ado, please do feel free to waste 10 minutes of your day by reading some inane drivel from the DLMDD team at large.

'Glimpses' for Dementia Action Week by Hounslow Council

Music is magic.

It’s an emotional language that defies words whilst drawing an indescribable common meaning for all. Often used to unlock feeling and sometimes motivating us to cry (or in the advertising world: buy). It’s undeniably powerful. Yet, for many the true magic isn’t how it moves, but how it mends.

Enter Glimpses, a short film specially commissioned by Hounslow Council for its Dementia Action Week. Expertly scored by Dan Baboulene, the film explores the lived reality of dementia diagnosis as both a mother and son are increasingly affected, whilst simultaneously catching glimpses of their old bond. It’s a real tug at the heartstrings.

For those affected by dementia, music therapy can have an almost miraculous effect. Studies have found that those with a weakened memory can often compensate with their emotional brain centres to regain access to their memories, recapturing themselves for a short time. Music can be a huge stimulator of this, driving remarkable results such as Prima Ballerina’s Performing Swan Lake and Jazz legends remembering dear friends.

I really love how director Lauren Midwinter captures this bittersweet reality. Baboulene’s simple yet stirring score dances between the worlds of ambient and country music, evoking parallels to fellow sufferer Glenn Campbell. Ultimately, Glimpses' power comes from the music’s role as a subject, rather than a supporter. It demonstrates how music connects us, comforts us, and even reunites us with both past and present. Even in our darkest moments, the power of music can do magical things—if only for a moment.

Rob Shone – Associate Music Supervisor

Production Company: Capture Minds
Director: Lauren Midwinter

“Music has healing power. It has the ability to take people out of themselves for a few hours.” – Elton John

'Pack Yer Bags' for Yorkshire Tea by Lucky Generals

Hotel tea making facilities. We've all experienced them and they're always a disappointment, particularly on the continent. There's only one way to have a proper brew aboard and that's to take a stash of your own bags.

Nick Bird and Lee Smith have come up with (Yorkshire) gold, championing my favourite travel companion. 'PACK YER BAGS' follows 'Skipton Alfie' on holiday to Ibiza with a suitcase of Yorkshire Tea. Packed full of puns, this summer dance floor banger celebrates tea and the lengths we go to for a decent cuppa.

Greg Moore – DLMDD Co-founder

Agency: Lucky Generals
Creatives: Nick Bird, Lee Smith
Production Company: Blink
Director: Fred Rowson

Oblivia Coalmine for Make My Money Matter by Lucky Generals

Oblivia Coalmine for Make My Money Matter made me quiver with discomfort which was very much the intention! It was a close tie between this and the Greenpeace spot which was also a play on the indulgences of high society at the expense of the masses, but I thought this was exceptionally directed, shot and designed and therefore gets my vote!

Jeremy Newton – Head of Agency Business

Agency: Lucky Generals
Production Company: Somesuch
Director: Raine Allen-Miller
Music Supervisor: Wake The Town