Change The Music, Change The Meaning

Product Shop NYC: Spike Jonze produced one of the best Nike commercials ever, so it’s no surprise that the GAP wanted him to direct a commercial for them. His GAP commercial, titled “Pardon Our Dust”, which is promoting a massive remodeling of GAP stores, is scored with Edvard Grieg’s revolutionary masterpiece “Peer Gynt Suite”.
spike_jonze_gap_spot.jpg
While the executives were okay with the concept of customers and employees demolishing a store (and who hasn’t wanted to trash a GAP store), they opted to not use “Peer Gynt Suite” and instead opted for some boring piece-of-shit twangy-pop song. The entire atmosphere and attitude of the video is changed because of the altered music. All of a sudden, the commercial seems kind of tame and ironic and comical, rather than angry and brilliant.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.