In a world of punchy edits, pixel-perfect visuals, and algorithm-optimized everything, one of the boldest creative choices a brand can make right now is to go back to something timeless. And that’s exactly what’s happening. Classical music—once reserved for black-tie galas and luxury car spots—is suddenly everywhere.
And it’s making ads unforgettable.
Here are 5 ads the harness the emotional power of classical music and drive their viewers to feel.
The New Sound of Gravitas
Winning Isn’t For Everyone: “AM I A BAD PERSON?” | Nike
There’s something about strings swelling beneath a slow-motion shot, or brass ringing out as a logo hits the screen, that gives an ad serious weight. Classical music isn’t just aesthetic—it’s emotional engineering.
It shapes how we interpret what we’re seeing before a single word is spoken. The stakes feel higher. The moments feel bigger. And suddenly, the product isn’t just something to buy—it’s part of something much larger.
Nike’s Winning Isn’t For Everyone campaign is a masterclass in this. By pairing Beethoven’s “Symphony No. 9” with narration by Willem Dafoe and quick cuts of athletes in their element, Nike didn’t just sell performance gear—they reframed competition as a kind of mythic struggle.
The music gave it scale, turning personal effort into near-epic pursuit. It wasn’t just an ad. It was an experience. One that told you, without needing to explain, that greatness isn’t handed out—it’s earned.
Grandeur, Blended With the Everyday
“Beautiful Mess” | Infiniti
Infiniti’s “Beautiful Mess” begins with the immediately recognizable Also Sprach Zarathustra by Richard Strauss.
Made iconic by its unforgettable appearance in 2001: A Space Odyssey, the swell of the symphony builds feelings of wonder and majesty. The deep percussion. The commanding brass. That slow, deliberate build into something massive. All who have heard the piece know where the music triumphantly leads the viewer.
But the score’s performance lands a little flat (and sometimes sharp) … on purpose.
The rough-edged performance of an epic score perfectly blends the grandeur of Infiniti’s luxury brand with the SUV’s practical, sometimes unrefined uses: carpooling, grocery shopping, or chauffeuring your kids to and from band practice.
It invokes something so relatable to the viewer, making this spot work perfectly.
Emotion, Elevated
“Dear Alice” | Chobani
The music in this Chobani spot might not come from a traditional classical giant, but it feels just as timeless. Scored by Joe Hisaishi—the legendary composer behind so many Studio Ghibli moments—it’s gentle, warm, and full of life.
It radiates peace. Optimism. Joy.
What makes it shine is how perfectly it dances with the animation. The music doesn’t just sit in the background—it moves with the colors. It lifts every frame, complementing the bright, vibrant visuals with a sense of wonder and warmth. Together, the score and the animation create something that feels bigger than an ad. It feels like a story worth remembering.
Not Just for Luxury Anymore
“Finger Lickin’ Good” | KFC
Classy and upscale aren’t words most people associate with the Colonel’s secret recipe. But would your tastebuds say the same?
In KFC’s “Finger Lickin’ Good,” indulgence is treated like art. The visuals are simple—maybe even messy. Greasy fingers. Big bites. Total satisfaction. But then comes the twist: every meal is soundtracked by Chopin’s Nocturne in E-flat Major, Op. 9 No. 2. Suddenly, fried chicken isn’t just food—it’s flavor. It’s pleasure.
The music does the heavy lifting. With no dialogue, it’s the score that tells the story. The elegant sounds of Chopin layered over everyday moments reposition KFC’s offerings as something almost luxurious.
Sure, it might not come with white tablecloths or silverware. But KFC makes the case that what hits your tastebuds can feel just as rich as the music sounds.
Full Spectrum of Emotions
“Scream” | Coca-Cola Zero Sugar
Coca-Cola Zero Sugar’s “Scream” captures the emotional highs and lows of fandom—jubilant cheers, devastated screams—all set to a sweeping classical score that amplifies every moment.
By leaning into these raw, unscripted reactions, the ad taps into something universal: the shared intensity of caring deeply about the game. It’s chaotic, funny, and oddly moving.
Through it all, Coke Zero Sugar becomes more than just a refreshment. We see that Coke is integral to the game-day ritual, regardless of the final score.
Classical Music Is the New Disruptor
In an age where attention is hard-won and audiences are quick to scroll, classical music is helping filmmakers stop people in their tracks. It’s emotional, powerful, and, when used right, makes a 30-second spot feel like something far bigger.
The best ads don’t just follow trends. They aim for timeless. And classical music? That’s the sound of timeless.
License Emotional Classical Music
Elevate your next project with classical music from Musicbed’s curated playlist.
