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Gisella Cozzo - Queen of the Jingles

Novembre 2011
Australiana di origini italiane, si autodefinisce la regina dei jingle,  e ne va fiera. Gisella Cozzo è la voce di tantissime pubblicità, dalla Coppa del Nonno a Levi’s a Poste Italiane. Ora ha deciso di uscire allo scoperto con un CD importante. Con Nick the Nightfly di Radio Montecarlo, Cristina D’Avena e tanti altri amici. Per dare una mano a Haiti.

di Rosanna Cassano

File audio:

Gisella Cozzo
Gisella Cozzo

Speaker: Rachel Roberts (Standard British accent)

Gisella Cozzo has a very Italian name, even though she was born in Melbourne, Australia. Yet she returned to the land of her forefathers at the age of 19. Today she is based in Milan, the capital of the Italian advertising industry, and she is one of its leading jingle singers – and writers. Her voice can often be heard on ads for such brands as ENEL, the Italian postal service (Poste italiane), Levi’s, the ice cream “Coppa del Nonno” and the household cleaning product Chanteclaire. She has also worked with Italian singers like Laura Pausini and Gianluca Grignani, but she was more than happy to talk about her work in advertising. Not only that, she even sang us a couple of tunes! 

Gisella Cozzo (Australian accent)

In Italy I’ve been known as “the Jingle Queen,” we could say, because I have done so many jingles and continue to do so, from the Levi’s ad, the European campaign around Europe, with “Tu vuo’ fa’ l’americano” in English, (the) Sophia Loren version, to the most famous, perhaps, ad, that many Italian people refer me to, and I’ve become very famous, with “Joy (I feel good I feel fine)”. That song goes like that: (sings) “I feel good, I feel fine ‘cause I know my loving heart is all you need. It’s such a joy to see!” So everybody knows me from that ad, and I believe that commercials are very important, for, also, singers, because you have to be very versatile, very quick, and write very  catchy tunes. With recording nowadays, if you do not write catchy tunes, especially in the pop scene, your records do not sell. I don’t actually get frustrated when people say: “You’ve sung so many jingles.” I said: “Yeah, I’m very happy because it’s made me popular!”

So what’s the secret for a successful jingle? 

Gisella Cozzo

I think the secret for a successful jingle are many ingredients put together. You have to have a great creative team behind you, the idea, the visual idea, the images have to be very, very quick and very creative, very catchy and attractive for the actual buyer, for the actual viewer that is listening or looking at the ad. But the person that is writing the ad, musically speaking, or actually singing the ad, interpreting the ad, has to be very convincing, most of the times very happy, most of the times very bright, very sort of... attractive in their way of interpreting the song. 

WHY ENGLISH?

Gisella Cozzo’s work with Laura Pausini consisted of writing English lyrics together. Most international hit songs are in English. But why is this? 

Gisella Cozzo

I believe that all pop hits and the major hits in the charts that we see on iTunes, or wherever in the world, are mainly in English because they’re just so catchy, the lyrics have to be very quick, very catchy and short. People have to be attracted by the lyrics. For example, I did a dance song years back: (sings) “La la la la la, I need you tonight, La la la la, baby, hold you tight.” These lyrics are very quick, from Kylie Minogue, that did (sings) “Na na na na, la la la la la,” that’s very quick! Lady Gaga, and also Ke$ha, “TiK ToK, da na na,” so there are very short, very quick words, very catchy, so they’re actually... as soon as you hear them only once on the radio, they’re already a hit. 


XMAS FRIENDS 4 HAITI 

In addition to all her jingle work, Gisella Cozzo has recorded a number of albums. Her latest offering, Gisella Cozzo & Xmas friends 4 Haiti, will be released on November 22nd on the Top Records label (distributed by Edel). As the album’s title suggests, it consists of Christmas songs. You’ll find covers of such classics as “Let it Snow,” “Jingle Bells” and “Sleigh Ride,” as well as Gisella’s own song “Xmas 4U & Me.” She sings an English version of this with Scotsman Nick the Nightfly, and an Italian version with Cristina D’Avena. And, as the album’s title also suggests, the proceeds will go to charity: the “Fondazione Francesca Rava” will give the money to the maternity ward at the N.P.H. Saint Damien Hospital in Haiti. Not only that, Milan’s Blue Note Jazz Club will organise a special musical evening on November 28th.

Gisella says: “This album is my Christmas present for the Saint Damien Hospital and for my fans. My grandmother, who passed away recently, inspired me to try and create awareness about things like this. And for this reason I dedicate this album to her.” For more on Gisella, her music and her jingles go to: gisellacozzo.com


PRESENTATION OF THE ALBUM

Fnac di Milano 4 Dicembre ore 11 a.am.

Fnac di Firenze ore 21:00 Notte Bianca


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Explains

Levi’s ad. Ad è l’abbreviazione di advertisement. Spesso e volentieri, quando una parola è troppo lunga, usiamo delle abbreviazioni che ci semplificano la vita. Nel caso di advertisement è anche una questione di pronuncia, ne esistono infatti due. Per non confondersi è dunque più facile dire ad. Da memorizzare, la pronuncia del marchio Levi’s!

False friend. Commercial. Nel leggere questa parola si pensa a qualcosa di commerciale ed è infatti così. Questo sostantivo vuole infatti dire spot pubblicitario, quindi qualcosa che si cerca di vendere. Si pensa che la parola spot abbia le sue radici nell’espressione americana ‘advertising spot’, il luogo o il momento in cui si danno i consigli per gli acquisti. Ma attenzione: se volete parlare di una pubblicità in TV bisogna usare la parola commercial e non spot!