Criteria for quality film music (advertising)

[dubaifox]

My wife and I have been asked to be the judges in an Advertising Film Festival, we will be judging the musical components of the films/commercials.

We have come up with some guidelines of our own, but would love to hear from some of you who do this for a living about what you think are the best ways to judge a commercial for it's musical content.

Many Thanks!!

[minister]

find out who did it, and if it was me, send money to ...

kind of in an order :
ingenuity of composition -- could be simple or complex, but was it unique, with a perosnality.
ingenuity or expertise in handling sync to picture
vibe or feeling created
production values -- again lofi to hifi -- as long as it works in the spot
instaneous appeal
approprioateness to the spot, the prodyuct the market.
does it make the picture look bigger deeper, richer, hipper, funner, ... better.
does it play it role correctly -- some music carries the spot, some music underscores it
challenge your sense of what is commercial music.

that's off the top of my head.

[dubaifox]

Thanks minister.

Well said!!