A lot can be said about sound: its power is undeniable in affecting our emotions and influencing our moods, promoting an atmosphere that allows us to fully relax. But audio doesn’t just heal our bodies on a spiritual level; sound is so effective that even medicine and engineering have adopted it, harnessing its potential to achieve remarkable results. For years, doctors have used ultrasound technologies to treat some medical conditions, while engineers have experimented with sound to design quieter products and spaces.
Now, we are witnessing yet another acoustic innovation: Research has proved that, at the right frequency, sound can extinguish flames. And while the previous experiments focused on developing a revolutionary firefighting method, the latest demonstration delves into the subject from a more creative perspective, only to highlight a very important aspect that marketers often overlook: “The Power of Audio.”
In a new campaign, Commercial Radio & Audio (CRA), together with independent agency Tinkerbell, sonic specialists at MassiveMusic, and art collective Glue Society, manipulated sound waves so that flames could not withstand them. Addressing marketers, the initiative metaphorically illustrates the impact they risk losing when overlooking the power of audio. The demonstration centers on the fact that, when set at the right frequency, sound has the power to extinguish a fire, reinforcing the idea that when audio is manipulated with intent, it can “move more than molecules. It can move minds, emotions, and brands,” as CRA emphasizes.
The initiative is based on System1 research, developed in partnership with CRA, which highlights the key elements of impactful audio: strong branding, memorability, emotional resonance, and entertaining execution. “This campaign doesn’t just talk about the power of audio, it proves it in the real world. We’ve applied System1’s creative principles and partnered with Thinkerbell to bring that strategy to life through a bold and emotive execution that conveys the effectiveness of audio in driving business outcomes,” explained CRA’s CEO, Lizzie Young.
“Audio is uniquely positioned to influence behavior — it connects emotionally, can adapt in real time, and reaches audiences in the moments that matter. The ‘Power of Audio’ sets a benchmark for what’s possible when you combine insight, creativity, and context with audio’s unmatched ability to engage at scale. It’s exactly what we encourage brands to do: harness the full potential of audio to work harder, cut through, and deliver growth,” continued Young.
Adam Ferrier, Founder & Chief Thinker at Thinkerbell, added: “By using a sub-bass frequency to extinguish a flame, we wanted to prove just how potent audio can be. Audio’s often treated like the side dish in campaigns, but when you isolate it and make it the hero, it becomes undeniable. This is proof that a good frequency can spark culture, shift mood, and even kill a flame. That’s power.”
Every asset of CRA’s is carrying the captured audio frequency within its DNA — from film, to radio, to social cutdowns. The work also marks the brand’s new sonic brand identity, which has been crafted by audio specialist David Konsky and showcases dynamic creative executions across podcast and streaming platforms produced by Original Audio. The campaign builds on CRA’s positioning, “Where Brands Are Heard,” and is aimed at driving investment in commercial radio and audio across metro and regional markets, reminding CMOs, creatives, and media leads of the power of audio.
CREDITS
Brand: Commercial Radio & Audio (CRA)
Creative & Media Agency: Thinkerbell
Production & Postproduction: Glue Society
Sound: Massive Music
Dynamic Audio Creative: Original Audio
CRA Sonic ID: David Konsky
