As we approach the ad-fest that is Super Bowl Sunday, it calls to mind the strange relationship between commercials and music. Once a band’s song is used in a commercial, many see this as the beginning of the end as their favorite band has now sold out. While none of us like it when a song that’s important to us is used to push products, it happens all the time. As my music listening has increased over the years, I find myself noticing songs in commercials more and more. When this happens, a number of things occur in my head:
1. I give myself a mental high-five for noticing the song in the first place.
2. I find myself a bit impressed that the ad agency responsible is aware of the song/band.
3. I get a twinge of disgust that the band is advertising said product. (The level of disgust of course depends heavily on attachment to the song plus the company advertising themselves. This reached an apex for me with “The New Pornographers – Bleeding Heart Show” in a University of Phoenix Online commercial. )
I usually come to terms with it, speculating that more money/exposure for a group increases their chances of making more music. However, I still I find myself torn between disappointment in a band for wanting more money and hearing unexpectedly good music while watching TV. There are many relationships between the product advertised and the song played:
Ironic – the UPS white board commercials featuring the Postal Service
Surprising – Outback covering Of Montreal’s Wraith Pinned to the Mist (And Other Games)
Not too out of place – Honda using The Go! Team in a Civic commercial that features a Kevin Space (!) voiceover
Random – Daft Punk selling Gap Jeans
One interesting thing about The Go! Team being in a commercial is that they have been critical in the past of bands that license their songs for commercials. However, they admitted that this is hypocritical and that by conceding some ads to their publisher, they will get assistance getting more samples cleared for their next album, which is always a good thing.
Anyone have an opinion on this issue, or remember any other notable songs used in commercials?
Also, while we’re talking about commercials, here’s Wes Anderson’s AMEX commercial that illustrates the right way to ‘sell out.’
