The Science of Goosebumps: How Music Triggers Emotion in Ads
Have you ever heard a song in an ad that gave you chills? That spine-tingling moment isn’t just a coincidence—it’s science. Music has the power to tap into deep emotions, create lasting memories, and even drive purchasing decisions. Brands that understand this aren’t just creating ads, they’re creating emotional experiences that translate into real ROI.

Why Music Gives You Goosebumps
When you hear music that moves you, your brain releases dopamine, the same feel-good chemical associated with love, rewards, and even addictive behaviours. Studies show that emotionally charged music activates the limbic system—the part of the brain responsible for emotions and memory. This is why a song can instantly transport us to a specific moment in time, making it a powerful tool for advertisers.
According to a study by Nielsen, ads with music perform better in terms of recall (+8%) and engagement (+14%) than those without. But it’s not just about having music—it’s about choosing the right music.
Brands That Got It Right — and Saw the Sales to Prove It
1. John Lewis – The Power of Emotion-Driven Covers
UK retailer John Lewis has mastered the art of emotional storytelling through music. Their holiday ads, featuring stripped-back covers of classic songs, have become a cultural phenomenon. In 2013, their ad featuring Lily Allen’s cover of “Somewhere Only We Know” led to a 20% sales increase in just one week. The song itself hit No. 1 on the UK charts, proving the synergy between music and marketing.
2. Apple – Creating Identity Through Sound
Apple doesn’t just use music in ads—they use it to shape their brand identity. Their iPod commercials from the 2000s, featuring indie artists like Feist (“1234”) and Jet (“Are You Gonna Be My Girl”), propelled those songs to mainstream success. In 2015, their iPhone 6 ad featuring Jamie xx’s “I Know There’s Gonna Be (Good Times)” helped drive record-breaking sales.
3. Nike – Tapping into Cultural Moments
Nike’s 2018 “Dream Crazy” campaign featuring Colin Kaepernick paired powerful visuals with “Runnin’” by David Bowie & Naughty Boy, a song that reinforced themes of perseverance and ambition. The campaign sparked controversy, but it also led to a 31% increase in online sales in just three days—proving the power of music to amplify a brand’s message.
How to Use Music to Maximise Your Brand’s Impact
If you want to create ads that move people and move products, consider these elements…
1. Evoke Emotion, Don’t Just Fill Space – Choose songs that align with the story and feeling you want to convey. The right music can transform an ad into a shared emotional experience.
2. Think Beyond Big Hits – Stripped-down covers, emerging artists, and unexpected genres can create a fresh, authentic connection with audiences.
3. Align With Your Brand’s Identity – Apple and Nike are great examples of brands that use music to reinforce their image, not just sell a product.
Looking for Music That Gives Goosebumps?
As music sync agents, at Sync & Shiver we specialise in representing singer-songwriters who create exquisite, emotionally resonant music for TV ads, film, and television. If you’re a creative director, music supervisor, or filmmaker looking for the perfect track to elevate your project, let’s talk.
Get in touch to hear tracks that will give your audience the shivers.
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