October witnessed the final departure from the OCC Top 75 Singles listings after 27 weeks of Alex Clare’s Too Close - which owed much of its initial success from Microsoft’s Internet Explore 9: A More Beautiful Web spot first aired in March 5 and featured in the May edition of thesyncsurvey.
Also sliding out of the Top 75 – but sticking around in the independent listings – was Public Enemy’s Harder Than You Think, the 2007 album cut chosen to launch Channel 4’s hard-hitting coverage of the Paralympics but which returned the hip hop pioneers to the Top 5 in the UK after 13 years away.
Finally Edwyn Collins’ timeless A Girl Like You (M&S: For Every Woman You Are) waved goodbye to the independent listings after five weeks in which it peaked at number 4 before tumbling to 18 and then out.John Denver’s 1974 hit Annie’s Song stood out as the catalogue winner of the month, courtesy of Talk Talk’s Model Village spot, garnering a brief Top 40 appearance in Week 42 while Paloma Faith’s brand new cover of INXS’ Never Tear Us Apart, as showcased in John Lewis high concept Autumn: The Other Half film, hovered outside the Top 20 for all four weeks but failed to climb any higher.
Otherwise new names on the block who translated syncs into hit singles during October included US new folk trio The Lumineers whose Ho Hey powered E.On’s Kettle ad entered the chart at 45 in Week 42 after first airing October 13. Joining it in the Top 50, after regular broadcast in O2/Nike+ The Circle commercial, has been Run Boy Run by French film director turned musician Yoann Lemoine who records under the name of Woodkid.
Meanwhile continually bubbling under and performing well in the Official Charts Company’s independent singles list has been Wherever You Will Go. This cover of a 2001 release by US alternative rock band The Calling kickstarted former Brit School student Charlene Soraia’s career with a Top 10 placing thanks to an eye-catching Twining’s Tea ad at the end of last year and has never quite gone away since, indicating how long a sales tail a successful sync can maintain.
Elsewhere Crystal Fighters’ folktronic Follow has bobbed about a bit after being featured in Sony Xperia Smartphone’s current spot which first aired in August. Similarly, the jaunty Welcome Home by US band Radical Face – first licensed for Nikon Robbie Williams-fronted Coolpix commercial back in August 2010 and retained for two further camera campaigns since then – finally surfaced inside the independent top 30 in Week 41.