20.05.2020

Go read this Twitter thread classifying every animated Disney movie song

By Chaim Gartenberg

Animated Disney movies are known for their incredible music, but not until the heroic Twitter-threaded efforts of Justin McElroy (a reporter for CBC Vancouver, not to be confused with Justin “Hoops” McElroy of the McElroy Family media empire) has there been a unified classification of every song. What follows is a compressive breakdown of all 18 categories, complete with taxonomy, defining characteristics, and even a periodic table of animated Disney songs.

As McElroy explains, while there are 18 possible types of songs, some elements are core to the entire canon. For example, the “This Is The Movie” song (a category that includes “Circle of Life,” “Beauty and the Beast,” “The Gospel Truth,” and “The Bells of Notre Dame”) and the “I Want” song (“Part of Your World,” “Go the Distance,” “Out There,” “Reflection”) appear in a whopping 26 movies each.

Another three categories — the “I’m the Villain,” “We Should Bone,” and “Cheer Up, Kid” songs — are also said to be core elements of great Disney movies, and they pop up frequently as well.

McElroy doesn’t just list the categories, though. He gives common defining elements, like which character tends to sing each type of song, where it appears in the film, and he even offers a video montage of all the songs that fall into the grouping.

Following those essential five groups are five categories of secondary importance to the canon: “Here’s My Deal,” “Here’s Our Deal,” “Here’s Their Deal,” “Things will be OK,” and “It’s Dancing Time.” These tend to feature songs that are still extremely common in Disney films and are part of the more memorable scenes and memories people have of the film but are less key to the conceit than the core five songs.

Lastly, there’s the outliers: eight categories that pop up occasionally, like the “Montage” group (which McElroy is oddly harsh on), “The Drug Song,” and the “We Won!” song. It’s in this bottom tier that McElroy also includes the “Problematic” group, which is exclusively filled with songs that have not aged well.

Rounding it all out is the Disney Songbook Table of Elements, which provides a simple, at-a-glance reference chart for quickly looking up a song. (And you’ll probably want to do that after reading this post, given that any number of Disney songs are likely stuck in your head for the rest of the day now.)

https://www.theverge.com/tldr/2020/5/19/21263808/disney-songs-ranked-twitter-thread-justin-mcelroy-categories-musical

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05.05.2020

Mucinex enlivens coronavirus PSA content with Instagram superhero art

Peter Adams

Brief:

  • Cold and flu brand Mucinex launched an Instagram content series that uses superhero art to encourage consumers to continue “boring” behaviors even as stay-at-home orders start to lift in several U.S. states, according to details shared with Mobile Marketer.
  • Working with creative agency partners McCann and McCann Health New York, the brand tapped award-winning artist Noma Bar to illustrate images that apply double entendre and negative space to show how staying home helps keep real frontline heroes, including healthcare workers, grocery store employees, mail carriers and more, safe and healthy during the coronavirus pandemic.
  • Bar will share art for the series throughout May and designed a collection of Instagram stickers that roll out to users this week. Mucinex selected a curated group of social influencers to promote the campaign via Instagram Stories and is running a #boringhero hashtag to raise online awareness for the initiative.

Insight:

Mucinex looks to differentiate its brand during the coronavirus pandemic with a spotlight on clever, dynamic visual art that recognizes the steep risks posed to frontline workers amid a public health crisis. At the same time, its campaign tries to combat the unrest many consumers are feeling as shelter-in-place orders stretch on for months, enforcing how staying cooped up can be its own form of selflessness in preventing the novel coronavirus’ spread.

The effort marks a change-up for the cold and flu relief brand that typically centers its marketing on an animated Mr. Mucus mascot whose ads employ a humorous tone. Mucinex is now adopting a more serious, science-minded approach in the PSA style that still taps into the current superhero pop culture craze driven by the likes of Disney’s Marvel Studios.

“Staying in isn’t exciting, but it saves lives,” reads one of Bar’s illustrations, which shows a superhero in profile whose mask and eyes double as a lounging man. Other mundane activities, such as vacuuming or making a sandwich, are depicted as similarly heroic across the content series.

Noma Bar’s art for Mucinex uses double entendre and negative space to send a message.
Courtesy of Mucinex

The Instagram push serves as a form of cause-driven marketing, with Mucinex trying to help prevent a fresh spike in coronavirus cases that could emerge as stay-at-home orders are lifted or relaxed in states like Georgia, Alabama and Texas. Public health experts fear a potential second wave of cases could arrive soon, and recently warned that the U.S. is rolling back safeguards too early. With the weather warming up as well, Mucinex is trying to clamp down on peoples’ natural urge to go outside and resume business as usual.

It’s the latest instance of a marketer stepping up to fill a messaging gap where public institutions have failed to. The demand for such purpose-minded messaging from the corporate sector is only growing, as more than half of surveyed global consumers believe brands are responding more quickly and effectively to the coronavirus pandemic than governments, according to an Edelman study on trust.

However, consumers are also becoming increasingly wary of brands’ coronavirus ads, many of which employ the same “uncertain times” messages, as reported in The Wall Street Journal. Young consumers, particularly in the Gen Z cohort, are more receptive to light-hearted or exciting content during the pandemic, a recent Magid study found. It’s an age demographic Mucinex is likely targeting with the fresh focus on Instagram, influencers and superheroes.

https://www.marketingdive.com/news/mucinex-enlivens-coronavirus-psa-content-with-instagram-superhero-art/577391/

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