Take A Load Off Fanny

Cingular Wireless has merged with AT&T Wireless. New TV spots from BBDO New York–and their newly hired creative chief from Fallon, David Lubars–are now running. One spot features “The Weight” by The Band.
I understand why Cadillac uses Led Zepellin. The people looking to buy once listened to the world’s first heavy metal band. And they can imagine themselves doing so still, especially while stuck in traffic on the Long Island Expressway.
Cingular’s use of “The Weight,” on the other hand, perplexes me. Is this song even known to the target audience? Perhaps, they’ve seen The Big Chill on DVD. To me, the use of this track, which is the most memorable aspect of the commercial, conveys that the new Cingular is for old farts.



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 at Bonehook in Portland, Oregon.