Reframing my analysis in terms of the fundamental tension between creativity and effectiveness. Art vs commercialism. Which gives me four questions or themes for future episodes:
1. Is it creative at the concept level? (Is anything, ever?)
2. Is it creative at the detail level? (Particularly the choice of music)
3. How good is the execution? (And is that important)
4. Was it effective? Did it work?

Episode 19 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK – insights into music uses in advertising campaigns.

My email addresses:
bruce at
bruce at

Opening sequence features “Strong Hands” from Ben Catley:
The song:
About Ben:
More About Ben: