Los Campesinos! - You! Me! Dancing!
Yes, all of the exclamation points are necessary. "You! Me! Dancing!" has been a five star song since it blew up on indie rock radio stations in 2008 but deserves some additional recognition for its use in a recent Budweiser commercial. The commercial takes 55 seconds to build up to five seconds' worth of the meaty bit in the song with the full orchestration, amounting to one and a half cycles of the main melody, which combines a guitar and xylophone to create an exuberant dance-rock vibe.
What makes this commercial unique and brilliant is how it primarily uses a shortened version of the excellent 2 minute instrumental introduction - a slowly building waking-from-sleep guitar, swelling high notes on strings, then a four-to-the-floor bass drum kick, then the xylophone and all - eschewing lyrics and chorus. The ad uses various images of people getting ready for an event - concert, backyard pool party, baseball game, etc - and culminates in the event all set and ready to go. The tagline is "Grab Some buds." Towards the climax the ad shows us jets flying over Busch stadium as the STL Arch is visible, and as YouTube commenter 'crofud' says, "It feels like America."
Using indie rock to sell beer and baseball... Yep! "Ain't that America," John Mellencamp?
Ain't that America.
No comments:
Post a Comment