When On the Run at Mobil asked us to reinvent their hard-to-forget Six Is A Serious Number jingle campaign for a new fountain drink promotion, we got excited. The Six Is A Serious Number commercials have run for the last three years and are ubiquitous during Cardinals games and have variously featured singers rapping, Auto-Tuning and twanging away about the 25¢ 20 oz. drink promotion.
While On the Run didn’t want to lose the substantial equity they had built with their jingle campaign, they were also ready to try a non-jingle avenue.
So we met somewhere in the middle, creating a self-referential Behind the Music-meets-Spinal Tap series of TV and radio ads giving our audience a peek behind the studio glass at the discussions that go on between the jingle artists before they ever record a single word of Six Is A Serious Number.
You can’t rhyme cents with sense. That’s a homonym.