I have a friend who writes music for commercials. He says that the entire process works this way.

When I was in (music) college many years ago, one of my tutors was quite well off due to writing several advertising jingles in the 70's/ 80's that still were being played. He told us that often he would be shown a few seconds of footage of a product being used/consumed , before being told “we want, like… *monotone voice* dum dum dum dum dum…. so if you could do that today?”

Once he was told to make a tune that “felt like detergent”. On his umpteenth attempt he just re-recorded a Casio keyboard sample song with one or two notes changed and they loved it.

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