The right song can turn a good ad into a great one. Songs can serve to highlight specific emotions or move a plot line along. In Marmot’s Super Bowl debut, the song “Friends” by Flight of Conchords not only moves the story along, it actually narrates the ad. In a mere 30 seconds, Marmot, and agency partner Goodby, Silverstein and Partners, manage to take viewers on an emotional journey spanning happiness, surprise, mirth, and finally a return back to happiness. The emotional dynamism and creative use of the soundtrack resonated well with viewers. And it doesn’t hurt to add in a cute furry creature too! Love the Outside received a well-deserved 4-Star ranking and position in our Global Top 50 most emotional ads of 2016.