I believe it was Nietzsche who said, “The world’s most famous and popular language is music.” Or maybe it was Psy. Yeah, Psy said that. (Thanks, NietzscheOrPsy.com.)

And even though I don’t understand Gangnam Style (the phrase, the song, or why it was ever popular), Psy is right. Music is universal. So of course that makes it invaluable in advertising. Grabbing your audience’s attention simply by your choice of song is like getting an A just for turning in your homework. (You’re the best, Mrs. Kowalka!)

Because people share an emotional connection with music. And as a brand, you want them to share one with you. So it’s like having a menage a trois, but with less germs. It can also make brands—like this 103-year-old cookie—feel hip and cool. (You know, like Mumford and Friends or Miley Ray Cyprus!) Plus, music can be used to emphasize things—like the world of culture you can find in the Circle. And lastly, it engages the audience, which also increases memorability.

Now I know what you’re thinking—all you have to do is throw a White Stripes song in your roofing commercial and everyone will like you. It’s not that simple. The music, video, and all the other elements have to work together to create the right emotional impact. And when they do, it can be everything from touching to hilarious to downright empowering—ready to Woman Up?

And for all you “Nancy naysayers” who don’t think music can impact the video’s tone, watch this. Whachoo talkin’ ’bout, predator?