Friday, August 10, 2007

These Colors Don't Run, They Drive

"Rethink American" is Saturn's new tagline. Everything in the commercial (below) by Deutsch LA, to my knowledge, is driven to be American -- except for the song. "Higher" is performed by British band Soundcage, composed by Daniel Cage. He's also written music for major brands like Nike, Reebok, Pepsi, and Coke. According to Cage's official Web site, he graduated from the University of Southern California, and his next show is in New York -- performing at a charity benefit with Bette Midler and Kanye West. But he's still from the UK; it's an American-themed spot with a British song. This contradicts the whole message and makes me wonder why more people aren't seeing this disconnect. Details shouldn't go unnoticed. Isn't it Rethink Canadian, anyway?

1 comment:

pmo said...

The first thing that jumped out at me was the name of the company that produced it: Deutsch LA. Not that everyday Joe would know that.

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