Reuters has a short article on the iPod and its effects on how companies have to rethink their approach to using music in their ad campaigns. As the iPod generation have become more absorbed and familiarized in their music tastes, US advertisers have a harder time using popular music to its full effect. Thus many have moved from the sponsor's of someone else's programming to actually creating it themselves. A good example of this -- that is cited in the article -- is the Burger King commercial where the ad agency picked musicians, helped write the lyrics and created music video-like ads to sell a new "Chicken Fries" product. I have actually seen this ad (hard to miss it) and was pleasantly surprised, it seemed more authentic. It made me wonder about how the ad was created because the music was obviously tailor-made but also sounded like a popular rock song. The key is to do it right -- it should sound like music that is distinctively creative and not some mass-produced jingle