Long before making the world sing, Barry Manilow was writing commercial jingles, including one that became an enduring classic that came with a single paycheck and no royalties.
Speaking with The Television Academy, Manilow reflected that early in his career, writing his own songs was a “whole other world” from playing other people’s music. It was around that same time that he began writing commercial jingles.
"I got this phone call from a commercial agency: Would I be interested in writing a jingle for Dodge? They needed a melody. So they gave me their lyric, and I wrote this melody for Dodge. It got selected, so people kept calling me to do jingles," Manilow explained.
One of Manilow’s most enduring tunes was written for State Farm Insurance. He later explained how he crafted the now-iconic melody that so many people know by heart.
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@barrymanilowofficial?Do you know MANILOW’s greatest hit? State Farm does! #fyp #statefarm #barrymanilow
♬ original sound - barrymanilowofficial"They just give you the lyric: 'Whenever you're driving and wherever you're bound… like a good neighbor, State Farm is there.'" Manilow composed the music that went with the words.
He continued, "You get residuals if you're singing or talking on the commercial, but as a composer, you get a flat fee. For that State Farm commercial, I got $500. It's been going for 45 years. But nobody expected a jingle to last that long."
He explained the process included writing a "catchy melody, something that will stick in listeners' ears in 15 seconds. For television, you get 15 seconds. If you're lucky, 30."
Among Manilow's most recognizable jingles are the familiar "You deserve a break today" [for McDonald's], as well as jingles for Pepsi, Dr. Pepper, "Get a bucket of chicken" [for Kentucky Fried Chicken], and the Band-Aid commercial, "I am stuck on Band-Aid, 'cause Band-Aid's stuck on me."
However, it wasn't until he had established himself as a commercial jingle writer that he thought of singing on his own compositions. Manilow explained that when he finally started booking jobs as a background singer in commercials, he began to "make some big money."
He said, "I never considered myself a solo singer. I was behind other singers playing piano, arranging, conducting, writing, but never did I think about performing or singing."
Manilow was eventually signed to Bell Records, later renamed Arista, and headed by Clive Davis, as a singer and composer. By his second album, Barry Manilow II, he scored a major hit with "Mandy" and left the world of commercial jingles behind.
Barry Manilow is one of the world's all-time bestselling recording artists, with worldwide sales exceeding 85 million records.
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