Television commercials need background music, so the easiest path is to find an old song and license it – it also helps target the commercial to a particular audience. (If I hear 70s music, it’s probably pointed at me. 60s music? Burned-out baby burners. I’m still burning, so not me. Really loud music? Old folks. Porn music? ED sufferers.)
The problem for me is that I always react to the song and not to the ad. Remember the brouhaha when Michael Jackson let Nike (I think) use “Revolution”? It’s the same thing. I think it was Nike. I’m pretty sure it was Nike. I know what the song was.
I had the same issue with “Bad Moon Rising” which was in somebody’s ad recently. All I could think was “CCR? Really?” I have no idea who the sponsor was. They have good taste in music, but “Bad Moon Rising” is not exactly cheerful – the music may be, but the lyrics aren’t. John Fogerty said it was about the coming apocalypse. That should sell sneakers.
I wonder about how successful this methodology really is. I suppose if you’re a person who hears the music and flashes momentarily to your (hopefully happy) teenage years, and you don’t think about the lyrics too much, or the fact that some of the players are no longer with us, then it may work, and get you to actually watch the commercial.
However, in my house, at least, the music in commercials just annoys my wife, because I will immediately start by identifying the music, then discussing the origins of the song, rehashing any trivia I know about the song, explaining why the lyrics make no sense for the given commercial, given the product in question, and not paying attention to any of the brand messaging. Worse, sometimes my song lectures (which apparently are not as interesting to all as to me) will make me fast-forward past the resumption of the show. So, music in commercials can be hazardous to my health.
At long last, the point I was going to make – as in, the song that finally made me write this down.
The other night, we were watching something on the DVR, so I was about to spin past the commercials, when the opening guitars from ELO’s “Do Ya” started playing. I love that song. The lyrics are a bit sketchy in places, but the guitars are great.
I’ve seen old men crying at their own grave sides
And I’ve seen pigs all sitting watching
Methinks Jeff Lynne may have listened to “I Am the Walrus” a few too many times over the years.
So, the commercial in question was probably pointed at me and my generation. However, the end result was that I paused the DVR, went and played the song on my iPad while the Spousal Unit went to get a refill in the kitchen, and I then I skipped over the commercial. Plus, I missed the next section of the show we were watching, trying to figure out why pigs were watching picture slides. I’m almost forty years older now than the first time I heard this song, and I still don’t know what the hell Jeff Lynne is talking about – but the guitars are still great.
I’ve had “Do Ya” stuck in my head for three days. Three days. Three freakin’ days. I have no idea what the commercial was selling.
Thank you, Jeff Lynne. I can’t get it out of my head. Yes, I see the irony. (See? Music trivia. I can’t help myself.)