Music With A Message: A Tale of Two Commercials

You know the credit card couple. Their smug, self-centered expressions dominate TV these days, strangely disconnected from the job creation figures, foreclosure rates, and steadily rising bankruptcies. Back in the nostalgic 90s, they would have been super yuppies, revered for an urban lifestyle encompassing exotic restaurants, excessive gadgetry, cutting edge fashion and serious if-you've-got-it-flaunt-it attitude. In 2010, it just seems frayed around the edges, irritating and unrealistic, but this portrait of excess - like a lot of the commercials forced down our collective throats - is also dependent on the choice of music.


Frank Sinatra's talent and persona were the first cultural contraband grafted on the opening chapter in the contrived lives of the credit card couple, Sinatra crooning "The Way You Look Tonight" as the Dragon Lady (The woman) tells Shallow Man (The man) that she's just screwed him out of his bonus points by picking up a new dress. Apparently, 21st century relationships in commercials are based on exploitation, one partner constantly trumping the other by seeing how much money they can spend on pointless luxury. Sinatra conveys the right "feel" - the lush music accenting his tribute to beautiful women, evoking that Rat Pack sensibility which - in contrast to rap content - celebrated the "ladies". There must be people just like the cc's - a lot of them, or the company wouldn't have made the commercial. I'm probably reading too much into it , but it does illustrate what Jean Paul Sartre meant when he said: "Hell is other people." The other portrait of excess celebrates the great American tradition of giving money to newlyweds, using John Sebastian's "Do You Believe In Magic?" as background while the new husband and wife spend their first night depositing checks and adding up the loot. Is this the best American culture has to offer - excess and greed?


At the other end of the spectrum , light years away from urban smugness, is the peaceful, comfortable, Baby Boomer - friendly portrait of sunshine, beautiful mountains by pristine lakes,kids and nature, underscored by Harry McClintock's wistful description of "The Big Rock Candy Mountain". The song sounds at first like a Depression era lament for those imaginary places where suffering and hunger don't exist, but it is closer to a friendly tribute - glorifying the hobo life, always wandering off on another adventure, whistling down the railroad tracks. The familiar imagery in the commercial evokes tradition, security and comfort enhanced by the bouncy, optimistic tune that encompasses the magic of childhood. Some days when the Dow is plunging, the jobless claims are rising and the creditors are calling, it seems we could all use a trip to the Big Rock Candy Mountain.

The most obvious rationale for the choices of music in both ads is the most familiar - age. The cc couple are the new faces of the 21st century - supposedly - while the content of the Baby Boomer friendly commercial is a reminder that childhood endures.


By the way, I was surprised to find out that this is my 101st post - a milestone I guess, especially when I always think my next one will be my last. Thanks for your support.