Sometimes I listen to Air while running. Yesterday, in the middle of a self-imposed treadmill 5k, it occurred to me that their music is compelling. It compels me forward. It has inertia, driving energy, consistent forward movement.
Other songs on my 'gym mix' are entertaining (I want to sing along with Lily Allen's escapades). Or they're distracting (I am locked in Justin Timberlake's danceable rhythm). But Air compels me to run, run, run.
Does that same quality compel consumers to run, run, run to purchase Nissan, Levi's and L'Oreal products?
Air's Wikipedia entry lists many of their licensed tracks.