What happened to the jingle?

When’s the last time you heard a jingle on a TV commercial? Recently it seems that jingles are relegated to low-budget spots for local mattress stores. Instead, the big advertisers are going for two kinds of music, depending on their budget. Option one: Real, existing rock/pop songs that use some borrowed interest to lend some cool to the products they're selling. Option two: very catchy tracks by emerging artists. On the airwaves right now is one of the the later, an Old Navy commercial with a track by unsigned artist Ingrid Michaelson. "If you are chilly, here, take my sweater..."

Michaelson's MySpace page was discovered by Secret Road Music, a "management company that specializes in finding little-known acts and placing their works in soundtracks for TV shows, commercials, movies and videogames," according to this story in The Wall Street Journal. As a result, Michaelson had three songs featured on Grey's Anatomy last season. But with success comes some angry fans. On her blog Michaelson writes, "it makes me a bit upset because it seems that some people love knowing about an indie artist, but as soon as they garner some attention, these people get mad! But you have to understand that this is how we make a living!"

Target's "Hello Good Buy" campaign relied on an existing hit and reworked the Beatles'classic "Hello Good-bye." But the retailer also uses new music to soundtrack its spots. Running now is a commercial with music from a group called the Icicles. Maybe you've had the la-ti-da refrain running through your head.

But wait, it doesn't seem the jingle is completely gone. Leave it to reality show producer Mark Burnett to resurrect it. CBS has ordered eight episodes – probably stockpiling for a WGA strike – of a new series tentatively titled "Jingle." According to Variety,

teams of players will be given weekly jingle-writing assignments -- coming up with, say, the next Oscar Mayer wiener song or a new pitch for Coke -- and will then have to perform them in front of a studio audience. Viewer votes will determine a weekly winner (whose ditty will end up in a real ad) and loser (who will go home)...The ultimate winner will likely get a large cash prize and a job at a major ad agency.

A job at an ad agency? In-sourcing music? Maybe the jingle's not dead yet.