adStream is a journal of ad-spottings in online music services that highlight how commercials (audio and visual) can be an integrated part of the online listening experience.
When clicking past a song in the Pandora web app, we noticed a visual ad insertion that perfectly matched that action. “Not in the mood for that one? Everything gets old.” It was an ad for auto shock absorbers.
For the last year, Monroe Shocks, a division of Tenneco (ticker: TEN) has been running an integrated ad campaign based on the idea that everything wears out. Put that reminder next to the Monroe brand, and distribute it in enough ways, and the brand becomes synonymous with replacing worn-out car shock absorbers. At least, that’s the intent.
The idea works fine on its own regardless of context — for example, on a billboard:
Or in a baseball stadium:
But the hook connecting a Pandora action (skipping a song) and the tagline (“Everything gets old” — even music you love) makes a compelling streaming-music ad. In addition to music-app placements, the Monroe campaign runs in traditional radio, web banners, billboards, and print.