Like scratch and sniff for your ears!

Mentos' "Blackboard" spot uses your ears to wet your palette!  It works.  Ogilvy, Mumbai.  Well done.

Ever Wonder? I always do... So, here you are

The beautiful Transformers films without the glorious sound behind them would be far less...  Take a look at the science behind the sound. I geek out on this and hope you enjoy!

Director Michael Bay and Producer Steven Spielberg return this summer for the third film in the Transformers franchise, Tranformers: Dark of the Moon. The amazing visual effects in this film are complemented by the talented efforts of the sound team including Re-recording Mixers Greg Russell and Jeff Haboush, and Supervising Sound Editor and Sound Designers Ethan Van der Ryn, and Erik Aadahl.

This is the first 3D film of the series and will also be presented in regular 2D, Real D 3D and IMAX, featuring Dolby Surround 7.1 sound.

For more exclusive videos check out www.SoundWorksCollection.com
Join the SoundWorks Collection Vimeo Channel: www.vimeo.com/​channels/​soundworkscollection

Yes, you have heard this break.

The AMEN Break, explained.  AMEN!  If you like music, watch this video:

(Thanks to my friends at Indie Music Tech!)

Neural Advertising: The Sounds We Can't Resist

(By JEFFREY KLUGER)

Martin Linsdtrom, a practitioner of neuromarketing research, states that "83% of all forms of advertising principally engage only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it."

"And if Lindstrom — author of the best seller Buyology and a marketing consultant for Fortune 500 companies, including PepsiCo and Disney — is correct, trying to tune this stuff out is about to get a whole lot harder."

The piece confirms one of my strongest beliefs and reinforces my core business philosophy - SOUND MATTERS. The article goes on to illustrate that not only does sound matter, it's critical in effectively communicating a brand's message, specifically in advertising, and brands are really beginning to take notice. 

Read on...