High Five: Galen Bernard

There are a million songs about the sky and moons, and anything else that would make sense in launching a Cabriolet. So why did the geniuses behind this special spot choose a little-known song from a long-dead footnote in folk / rock history in Nick Drake? Who knows!? I’m just happy they did.

Video games are rarely marketed with anything other than fire and brimstone. But this...this was offered up with rare sensitivity and genuine emotion. You feel all the things you never thought you would about a shoot ‘em up game. All thanks to a zig when other zag music choice.

The first instinct when showing action is to add music that normally feels action adjacent. Instead, the choice here was to launch a bleeding edge game system with a 75-year-old song sung by a child. Obvious? Hardly.

Nighttime. Dessert. Luminary balloons. All to help soften the image of a former military vehicle turned suburban SUV. Add a song that made all listeners scramble to find out who the heck it was made 'great'...even greater!

Well, given the subject matter of the song, the likelihood of it ever being used in a commercial was...less than likely. But here it was, being sung by all sorts of folks in a global rallying cry for Apple Music. Kim Deal must have been thrilled when this somehow worked, and somewhere, a man named Paul also smiled. The masters of unexpected music usage did it again...