Well, I could share my experience. Can probably be said that I have large experience in background music for commercials. I don`t know how is it for yourself, however I have rarely dealt with clients that provide you complete confidence . I usually got samples of how they wish it to sound. And it`s always like that, whether they are small company or worldwide famous brand, the principle is very similar. Clients dictate music trends in advertising today. Or so is it always?
So if 15 of 20 commercials have similar music it`s because clients need it this way. Do you understand why? Well, the answer is quite simple. Nobody wants to gamble on the market . If they saw something went well, and they also wanted that way. You know what they say, the customer is definitely right :-), I can tell you they are almost always right. These are generally firms which can be on market for decades and they know their job pretty well.
You notice that at the moment in commercials hear can be hear only few types of music. We have commercials with those sweet uplifting motivational songs, or some energetic clubbing powerful song. There is another approach, minimalism. Recently, some big companies choose to solve the whole commercial having a single instrument (exp. piano) and one music theme, which will emphasize commercial making a bigger point on information.
The authors often believe that their music is the central part of video ads. Well that`s wrong. Why? Because, if you working on a job like commercial, the most important part is information of that commercial. You’re there to complete the expression of the video, of that message.
While you doing music for advertising , remember that what is important is advertising. 🙂