There I was, innocently sitting in an auto dealership lounge, waiting for service to be performed on my vehicle. Laptop open, returning emails and the usual. There was only one other customer in the lounge. The TV was turned on to “The Today Show,” a program not ordinarily in my queue.
I’m peripherally hearing the audio – Al Roker still giving the weather, Carrie Underwood will be performing live later in the show, and it’s the usual banter and blah-blah between the cast members. So, I’m pretty tuned-out, and don’t consciously hear them go into a commercial break. I have no idea how many commercials have run until I hear a song that makes me stop my routine and look up at the big screen TV.
“Dirty Deeds Done Dirt Cheap” by AC/DC – not a song you’d think would lend itself to being the soundtrack for a national advertiser.
I caught the spot in progress, only to find out it’s for Walmart and an announcement they’ve rolled back prices for a big sale. Seriously. I pull up the spot on YouTube, and it’s a :15 (that ran a second time while I waited for my car – don’t ask). Check it out for yourself:
https://www.youtube.com/watch?v=WbUyg1vkhR4
I am not an expert on the art of selecting songs for TV shows or movies, much less for commercials. But it’s clear the account folks in Bentonville may be closet head-bangers. This isn’t the first time they’ve chosen a AC/DC classic, using “Back In Black” a few years ago.
Of course, there have been some great song pairings over the years. Bob Seger’s “Like a Rock” for Chevy Trucks has a great backstory about the Detroit born rocker finally relenting, allowing the agency to use his song.
It’s hard to calculate who came out better – Chevy trucks ended up with a theme song they would use for years, while Seger enjoyed long-term success for a secondary track.
I also recall Carly Simon’s “Anticipation” cleverly used for Heinz catsup, beautifully illustrating the thickness of their thick red condiment in a 1977 ad that made the point:
And that started a little staff diversion that I thought I had pass on to you, a perfect topic for a Friday. What are the worst matchups – songs and advertisers – you’ve ever heard.
Many come to mind, including “Blister in the Sun” by the Violent Femmes accompanying a spot Wendy’s ad was apparently the final straw that broke up the band.
You may never hear “Blister” the same way again.
Last year, The Drum‘s U.S. editor, Kenneth Helm, catalogued his top 10 choices for the worst use of popular songs in TV ads. And many of his choices are spot on (sorry).
He nailed one of my (non)favorites, Jefferson Airplane’s “White Rabbit” strangely used in a spot for Carnival Edge Cruises. The inference is that something psychedelically cool might happen to you on board one of their ships, besides the buffet line opening. And no, Jacobs Media doesn’t get a little piece of the action from Carnival for using the “edge” mark.
One of the great examples of a hit song that enjoyed even more fame in other applications is the 1969 hit by Norman Greenbaum, the very catchy “Spirit in the Sky.” Norman was never able to crank out another hit of “Spirit’s” magnitude, sadly putting him in the “one hit wonder” bin.
But the song itself continues to crank out cash today through its ubiquitous use in commercials, movie soundtracks, TV shows, and other applications that desire Classic Rock nostalgia wrapped up a well-produced song that holds up well today. I blogged about Norman a few years ag0 (and even heard from him), an amazing story of what can happen when a hit song blows up in the commercial world.
Here’s a partial list of places where “Spirit in the Sky” has been used, continuing the song’s success, a main reason why it continues to achieve radio airplay today:
Commercials for Adobe Systems, Lyft and ESPN’s College Football Playoff (2016), Chase, and Gatorade (featuring Tiger Woods playing golf on the moon).
Film and TV appearances include “This Is The End,” “Wayne’s World 2,” “Miami Blues, “The Longest Yard,” “Suicide Squad,” “Remember the Titans,” “Blacklist,” “Redemption,” Shameless,” “House,” and many others
The song also was on the “Rock Band 2” playlist.
Norman’s “resume” for the song is listed in IMDB and it’s hard to imagine another song used more by the industry.
Yesterday, my crack staff went to work (mostly Mike Stern and me), pairing up advertisers with (in)appropriate songs that push the limits of good taste and great sense:
Bob Seger’s “Turn the Page” for Amazon’s Kindle
The Police, “Every Breath You Take” for a CPAP machine manufacturer
Foreigner’s “Hot Blooded” for that chain of local urgent care clinics
And Foreigner again, “Double Vision” for Warby Parker
Simple Minds’ “Don’t You Forget About Me” for Prevagen
Billy Squier’s “Lonely is the Night” for Match.com
Sniff n the Tears’ “Driver’s Seat” for Preparation H
Sammy Hagar’s “I Can’t Drive 55” for Amazon delivery services
Yes, they write themselves.
And that’s where you come in. Please fill up the “comments” box below with your own absurd matchups and pairings. I’ll have my socials up and running for your best – and worst – choices.
And the winner gets to have lunch with Sean Ross at the 2024 convention of your choice. (Actually, I have not checked in with Sean about this, but I’m sure it’s OK.) Lunch is on me, of course.
Have at it.
And in case it’s been a while since you’ve heard the song, here’s “Spirit in the Sky” with its hippie-dippy weirdness:
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I’m certain Mike and you were wrestling with “Come On Eilieen” so I wont go there…
Nor will I!
NOPE!!!!
Cardi B for Visa
Oy.
There’s the disco that played “The Twist” – and people did The Twist. Then they played Van Halen’s “Jump”-people jumped. Then Dexy’s Midnight Runners played- and the police closed down the club. (Sorry – but I didn’t START that fire..).. Speaking of the Billy Joel Song for Kingsford Charcoal
Okay…this one just hit me because I just played these on my show:
Gin Blossoms “‘Til I Hear It From You” for either Miracle Ear or Facebook Messenger
Spinners “Games People Play” Choose the gaming system of your choice…or Wordle!
They write themselves, don’t they, Bob?
Yes they do, Fred! They certainly do.
Hey, Fred.
I appreciate a clever match of song and ad, for sure. But one that’s running on Canadian tv channels just now that is really bugging me is for Becel plant-based margarine. The dejected cow-costume crew member character, hanging their head to Michael Bolton’s “How am I supposed to live without You”… Good grief.
Ouch!
‘Let her Go’ by Passenger which was paired with a Super Bowl Commercial maybe 6 years ago.
Btw, and dovetailing your comments about Norman Greenbaum’s, ‘Spirit in the Sky’, aside from having one of THE greatest guitar riffs in the opening of the song, my opinion, I read somewhere that this song was used more in commercials than any other song.
I wouldn’t be surprised. Maybe “Beethoven’s 5th” or something in the classical realm, but as a one-hit wonder, Norman’s entire career (and Roth IRA?) has been run off this song. Amazing.
My favorite is Royal Caribbean Cruise Line’s use of Iggy Pop’s “Lust For Life” in 2005. As one pundit put it at the time: “Nothing says maritime comfort like a song about shooting up junk”
https://www.youtube.com/watch?v=aVkfHezbWIM
Can’t Smile Without You – Barry Manilow – Heartland Dental
You Take My Breath Away – Rex Smith – National Asthmatics Association
Eric Clapton “Let It Rain” for severe weather warnings & “Rider’s of The Storm” – Doors. “Come Dancing” – Kinks / “You Make Me Feel Like Dancing” – Leo Sayer, Arthur Murray Studio.
Clark, that flashed me back to a station I was at in the mid-1980s (we would have called it “Hot AC” if that format descriptor had existed then) where, on the day that we had the first torrential downpour of the season, we switched all of the Gold selections to rain-related songs.
Everything from “Rhythm of the Rain” to “Who’ll Stop The Rain”. And “It’s Raining Again” by Supertramp (more of a recurrent, but we weren’t splitting hairs).
After about the first hour, we started getting calls from listeners who noticed … and not a single negative comment about it. I only wish I had thought of your examples for future rainstorms!
Perhaps the biggest impetus for a lot of this was the success of the soundtrack for “The Big Chill”–which inspired many advertisers (most notably Mercury, via Young & Rubicam) to utilize older hits…
https://pophistorydig.com/topics/big-chill-music-and-marketing (especially under “Ford’s Yuppie Ads”)
I will tell you that movie (which came out in ’83) inspired me to forge ahead with the Classic Rock format. I saw it in the theaters 3-4 times just to watch the audience react to the music in real time.
I believe they call that “audience research”, Fred.
And what a perfect reason to go ahead with the enduring Classic Rock format that you pioneered!
Have a good weekend.
It was research, K.M. Thanks for the comment.
As a foot note…Norman Greenbaum lives here in Santa Rosa and is a friend of mine. Part of the appeal of using his song (aside from it being appropriate in so many instances) is that advertisers get a better rate because they don’t get exclusivity when they use his song.
Fun piece, Fred. You made me think of interviewing Carly Simon at KSWD a half dozen years ago. Knowing she gets asked daily about who “You’re So Vain” is about, I said, “You get asked about the subject matter of one of your songs ALL the time.” “Mmm,” she grunted, seemingly dreading the impending prosaic question. “But Carly,” I continued, “Let’s put it to bed, once and for all: Is your song… ‘Anticipation’ really about ketchup?” She actually cackled.
Great setup, great story. Thank you, Andy. Miss you.
Had a salesman (think the Rush song) ask me about using “Baker Street” as a bed for a restaurant of the same name. Same individual asked me the format of the station he was supposed to be out selling.
Don’t get me going on the format compatibility thing, Jerry. It’s always been a black hole.
I recall when this started, slowly with “The Big Chill” and expanding rapidly with the takeoff of the Classic Rock format.
We had comedian Ritch Shydner filling in for Howard once in the early days and he commented that these commercials were, “strip mining the memories of” his youth.
The first one I remember, and I don’t know it was out of place, was the Beatles, Revolution, for Nike. Hearing a Beatles song used to sell anything was just so shocking – at the time.
I also remember that lump in my throat when I saw a Beatles song used like that. It turned out it was a classy spot, and as we now know, appropriate use of music can actually help its exposure. Of course, it should be noted the Beatles did not license any of their songs to Appleby’s.
I remember the car company that used The Nails “88 Lines about 44 Women” in a commercial. Thinking of Joan, Gloria and Tanya, I definitely did a spit take on that one. Outside of “Star, Star”, one of the dirtiest songs written.
I have a story like that, too, Mike. Unfortunately, I cannot tell it. 🙂