Today a colleague expressed his surprise at hearing the Flaming Lips’ “Do You Realize” as background music in a Ford commercial. In the chorus of that song is the line, “Do you realize, that everyone you know, someday, will die.” Even though the lyrics never appear in the commericial he remarked that he thought it was strange that Ford would even select a song to represent them with a death reference in it because those familiar with the tune would know the words and might see it as a strange metaphor. Considering the economic decline that this auto giant is facing he asked me if I thought that it was an intentional subliminal message snuck in by some smart-aleck indie punks in their ad agency unbeknownst to Ford. Or are we just reading too much into all of this?
Frankly, I don’t know. But I’m sure that Wayne Coyne and company are enjoying the cash and loving the irony. Although it got us to talking about rock and pop music in commercials and when I thought about it, I guess depending on how it’s used, I’d rather hear the work of a real songwriter than a jingle. On the other hand, I cringe when I hear Mellencamp’s new tune selling Dodge trucks. So maybe like anything else, it has to do with the context and not trying to sound too sanctimonious like Mr. Mellencamp. Neil Young and Tom Petty have vowed that someone would have to pry the guitars from their cold dead fingers before they would let any of their songs be used in a commercial context. I can respect that (like anyone cares what I think?). But I do think that there are times when creative promotion can transcend shameless commerce.
When Volswagen used the late Nick Drake’s “Pink Moon” in their stylishly subtle commercial several years ago, it was art. I could watch that thing over and over. Of course there wasn’t any voiceover from an obnoxious announcer explaining rebate options. VW just let the tune set the mood and it worked. That commercial changed the way the industry incoporates pop music into the business of selling. VW also used Slash and John Mayer to great effect playing guitars plugged into a New Beetle. That was pretty hip and makes me think that VW has enlightened folks in their marketing department that understand the difference between branding and selling out.
In the end, I can’t say I would blame a performer for wanting to capitalize on their work to make a few extra bucks. Unless you’re McCartney, one commercial could make up for a year of touring. Ask Bob Seger. I suppose it also depends on the artist. If a performer’s cache is their principles like a Young or Dylan, oh wait a minute, didn’t I see Mr. Zimmerman cavorting with some scantily clad ladies in a Victoria’s Secrets television ad?
What the hell, everyone from Wilco to Zeppelin have tunes on the tube now hustling something. Anyway it makes for better background music when you’re running to the kitchen to make a sandwich between American Idol segments.
What do you think, is it selling out or just expanding the soundtrack to our lives?
