Tuesday, June 17, 2008

Indie rock and TV commercials: The weird continues

I'm a month or so late in getting to this, but I have a new entry to my earlier post about bizarre/inappropriate/disappointing marriages of indie rock and TV advertising. This latest features the Moldy Peaches' "Anyone Else But You", the song that most people probably know from Ellen Page and Michael Cera's duet at the end of Juno. And which we will now know as that-song-on-the-Atlantis-commercial. I can't find it on Youtube and so I can't embed it, but you can see the commercial in this Rolling Stone article.

What likely makes this song the most egregious misappropriation of any of the four songs that i've collected is that it's the first to actually change the lyrics. Silly but affecting lines like "You're a part-time lover and a full-time friend/The monkey on your back is the latest trend" is changed to "Let’s go ride a couple of dolphins/Or maybe play tennis or do some golfing", which is naturally accompanied by images of these attractions at the resort. It's been drained of its cute homey-ness, made painfully unclever, and so is entirely awful.

On another note, is the use of this song by Atlantis and the Weezer song by Beaches signaling some marketing shift by major resorts? Those early Weezer fans are now pushing or into their 30s, and the Moldy Peaches have new capital due to their association with Juno, which appeals to largely the same people. Is this a deliberate attempt to target the aging (and now working) hipster demographic, or is it just a coincidence that these two songs have popped up in very similar contexts and nearly the same time?

1 comment:

James said...

Eurgh, that is revolting. My least favourite thing in advertising is the lyrically-repurposed pop song. If you'd have told me a couple of years ago that it would happen to a Moldy Peaches song, my ears would've erupted like geysers.

It bugged me that they didn't sing the "turd" line in Juno.