Now You Know the Rest Of the Song
Now, they like to license pop songs to look hipper.
Mostly, companies just focus on the hook of a song or its feel (happy, contemplative, in-the-mood-to-buy-a-Hummer, that sort of thing) and they ignore the rest of the song.
This can be problematic. Viewers who know the song sense the dischord, so to speak. Sometimes, the song contains lyrics that not only don't match up with the product, they make unintentional fun of it. Or maybe they create unintended impressions in viewers that could be counterproductive to the ad.
Here are some examples of TV commercials, the songs they use, the key overlooked lyrics and the silliness that could ensue:
* Advertiser: AT&T communications services.
Song: "All Around the World" by '90s Brit rockers Oasis.
Song's usefulness: Chorus works well for a telecomm: "All around the world, you've gotta spread the word."
Key overlooked lyric: "If you're lost at sea well I hope that you've drowned."
Unintended impression: If you're an AT&T customer and you lose your phone or Internet service, tough luck.
* Advertiser: Monster online career network.
Song: "Do Ya" by '70s art-rockers Electric Light Orchestra.
Song's usefulness: Uplifting chorus suggests promise of new career.
Key overlooked lyric: "I've seen old men crying at their own gravesides."
Unintended impression: If I take this job I found on Monster, it will mean a certain and swift death.
* Royal Caribbean cruise lines.
Song: "Lust for Life" by '70s glam-rocker Iggy Pop.
Song's usefulness: Peppy, life-affirming chorus.
Key overlooked lyric: "Here comes Johnny Yen again/With the liquor and drugs/And the flesh machine/He's gonna do another strip tease."
Unintended impression: As if the threat of gastroenteritis, going missing and being attacked by Somali pirates wasn't enough to deter you from taking a cruise, you might run into Johnny Yen at the midnight buffet. Yeesh.
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Posted by: admonkey | November 8, 2006 8:52 AM
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