Farewell Ennio Morricone: His music in advertising

The Good the Bad and the Ugly, The Mission, Cinema Paradiso, Days of Heaven, The Hateful Eight, State of Grace (ok, you may not have heard of that early 90s gangster classic, but check it out for one of Gary Oldman’s finest performances and a stunning score by Ennio Morricone).

He was one of the most prolific film composers of modern times, his name uttered in the same breath as other great film composers like John Williams, Hans Zimmer, John Barry and James Horner. Sadly, the maestro has died at the age of 91. Whilst his music will still live on in the 100s of films he scored over his career, we thought at Think OTB we would celebrate the adverts that used his music in advertising.

H&M Let’s Change for Tomorrow: The ecstasy of gold (L’Estasi Dell’Oro) from The Good the Bad and the Ugly.

Mention the name Morricone and people immediately think of The Good the Bad and the Ugly. And for their 2020 brand commercial, H&M commissioned Italian musician Bandini to take the the music from one of the greatest westerns ever made and give it a modern twist. The result is pretty good, but we feel you can’t make perfection better. Interestingly, the music was also used in an advert for KFC, but we won’t insult the great man by associating him with that Turkey (pun intended).

Lancia Delta starring Richard Gere and an original piece by Morricone

Rather than delving into his extensive back catalogue, Lancia decided to put their big budget right there up on screen by hiring a top director in the shape of Harld Zwart and Hollywood heartthrob Richard Gere and then getting Morricone to write an original score for their brand TV commercial. The results aren’t exactly memorable as Gere takes a drive up to the Hollywood sign… and probably the most memorable bit is Morrocone’s score.

Dolce & Gabbana – various spots directed by Giuseppe Tornatore

It will probably come as mo surprise to learn that Morricone was the beloved composer for Dolce & Gabbana… who better to capture the essence of Italian fashion in music! Their favoured commercial Director Giuseppe Tornatore hired Morriocone on several occasions to score his commercials. The best of which has to be this one featuring the ultimate on screen siren, Sophia Loren:

Over 400 scores for films and television and endless joy brought to millions through his music. Rest in peace Ennio… you certainly deserve the rest! We’re sure your music will be used in video advertising for many more years.

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