For a few years now, Ivo has had the pleasure of working on the campaigns for telecom provider Simpel by agency Alfred. Few campaigns have been as consistent as this one: the central idea of a finger-puppet spoof of a popular film or TV-format has been carefully maintained through the years. And so has the Simpel signature melody: it’s been great fun re-using this theme in a great number of musical styles. In this Note, we show how the Simpel theme has changed shape, to fit various spots in the series.
How it all started
The first incarnation of the Simpel Theme was written for the ‘Belrevolutie’ campaign, in which historic figures call for a revolution in telecommunications-land. Here’s a part of that original video, with the piano melody written out as musical notation. Don’t worry if you can’t read music – just try to remember the two melody fragments marked in red and blue dots. You’ll see those coloured notes return in other versions as well, and in the compilation at the end of this note. Check the original Simpel Theme:
Giving in to mob Rule
The next incarnation of the theme presented here is for the Simpel Maffia campaign – a pastiche on the classic mobster-films we all know and love. How do you rewrite the dramatic piano-and-strings music from the original spot, to something that signals ‘maffia-film’? To achieve this, Ivo used a few musical tools:
- Most importantly, the instrumentation is changed. The tremolo-played mandolines doubled with solo trumpet immediately invoke the feel of a Nino Rota movie score set in Sicily.
- Secondly, the chords were changed (reharmonization) to fit this change of musical style.
- Also, the rhythm was changed from 4/4 to a 3/4 waltz-feel
- Lastly, some leading tones (‘fancy extra notes’) were added to the melody. The main shape of the melody is still there, but (in this version) is somewhat hidden. Can you still hear it?
Going gameshow
The third incarnation could not be more different: this spot called for a pastiche on a plastic-sounding nineties gameshow tune. Different rhythm, completely different instruments. We dusted off some early digital synths from back in the day to get this sound. This time, the Simpel theme is clear as day:
Jazz it up
Sometimes, there’s no room for the full theme, but we always make sure at least the first part (in red) is there, such as in this underscore for another parody on a well-know TV-show. Jazzy vibe required this time, same melodic line, different chords:
Once upon a time
Or what about a fairytale romance version? Because most recently in the Simpel world, a somewhat clumsy knight appeared, trying to save a princess not too keen on being saved. The theme arranged for orchestra, with a slightly more majestic reharmonisation:
Conclusion
You might ask yourself at this point: “but, will the audience always hear this melody’? Good question, and the answer is: probably not all of the time. But that’s OK: it is not primarily meant as a mnemonic device, it’s not a soundlogo – although it does work as such too, to some extent. Rather, the Simpel theme tune is an underlying, unifying element, that ties together the different spots in the series. Much like the colours and graphic design always clearly indicate that this is a Simpel spot. Each film is different, but it is always a Simpel spot – and so is the music.
When making a new incarnation of the music, the credo is: the story comes first. So first of all, the music for each spot needs to help set that particular scene and tell that particular joke. Using the melodic theme is important too, but secondary to making the story work. So: the Simpel theme is always there, but doesn’t always takes the spotlight. Then again: don’t be surprised if you find yourself humming or whistling this simple melody in the coming days.
Check out fragments of the tune in different spot in the montage below:
