Having the right music makes a huge difference to the success of a TV ad. Trouble is, it can come at a huge cost.
I reckon we're ignoring an infinite supply of amazing yet affordable music - classical.
Hit songs of the last 50 years certainly bring a lot to the party. First off, they're often great pieces of music - that's why they became hits.
And secondly, because people know what a well-known song is 'about', it can amplify the meaning of an ad. Examples: John Lewis 'Always A Woman', Chrysler 'Made In Detroit' (feat. Eminem).
Then there's the sheer fame factor too - recognition and memorability are important (and heavily tracked) aspects of an ad's success.
But these pluses come at a cost. Have you noticed how the price of concert tickets has shot through the roof? That's because artists aren't making what they used to from record sales. And I reckon the cost of music for ads has been another casualty.
A big track by a big artist can cost anywhere from $200,000 to $500,000. It's not uncommon to be quoted six figures for some obscure 60's soul track nowadays.
But there is an alternative.
I've just made a TV ad using classical music as the soundtrack, and it's made me realise what a relatively untapped resource we have here.
Classical music is a hell of a lot cheaper - it's out of copyright, so there's no cost for the publishing rights, also the recordings themselves are extremely cheap to acquire.
And because you have hundreds of years' worth of music to draw from, there will always be a piece - probably a famous piece - that will reflect the mood you want for your ad.
But won't it make my ad seem old-fashioned? I hear you ask. Well, that depends. Some classical music does seem very twee to our ears now. But some sounds more modern than most of today's pop music.
If somehow those arguments have failed to convince you of the merits of classical music, here's the clincher: Jonathan Glazer loves it.