John Williams’ Superman theme is one the greatest in all of cinema. It suits the movie and the character perfectly, and it never lets up. It’s basically perfect. But imagine if instead of making something original, John Williams decided to just borrow an existing theme.

Does it fit? Kind of.

Is it impactful? Not really.

It’s very hard to make a genuine impact with old ideas. It’s even harder to be impactful when those ideas are not your own. Or worse, the music’s unique emotional signature is already associated with someone else. So rather than creating your own, you’re essentially borrowing theirs.

Canadian Blood Services is currently running one of the best radio ads I’ve heard in a while. It tells a story, it stays on point, and keeps the emotional momentum. No ad speak. No bullshit. The visual ad, while not quite as impactful, follows a similar format. But they both end with the same solitary flaw.

They end with a short snippet of I Can See Clearly Now. This was originally sung by Johnny Nash, and later by Jimmy Cliff along with others.

It’s a wonderful song, but Canadian Blood Services missed a great opportunity. The ad would be so much more impactful and memorable if it resolved with a unique emotional signature.

If you’re looking for a brand that got it right, look no further than Home Depot. Their brand theme blew up on social media a few years ago. Just search Home Depot Song on YouTube or TikTok. You’ll see what I mean.

In a time when so many brands are borrowing feelings through trending tracks or licensed pop songs, there is a real opportunity to make a genuine impact. Ask yourself, are you content to follow trends, or would you rather be setting trends?