SOUNDS OF FUTURE PAST AND PRESENT PERFECT

Say It Ain't So, Joe

Posted about 1 year ago
In 2008, it's a bit late in the day to get upset about the utilization of pop songs in advertising, but a little part of my heart imploded last night when I saw a Taco Bell commercial that used "One More Time" by Joe Jackson (off the absolutely essential Look Sharp! album). I know Joe hasn't had a big hit in a while, but does he really need the cash that bad?

Joe Jackson, much like Squeeze, was one of the artists who burst through the floodgates with that first rush of pre-MTV New Wave acts, securing a spot for himself alongside greats like Elvis Costello, Ian Dury and Graham Parker. Pairing the gruff insouciance and cynical delivery of Punk with amazing songwriting chops and a knack for plangent pop hooks, Jackson made music that was energetic and fun, but still with a whipsmart heart. Joe's debut album, Look Sharp!, was released in 1979, and contained such soon-to-be classics as "Got the Time" (later covered memorably by Anthrax), "Sunday Papers," "Fools in Love," the title track and, of course, "Is She Really Going Out With Him?"

But it was this song that was always my favorite. Something about those jumpy opening guitars and that bass just completely won me over. I remember Look Sharp! being a big favorite during my sophomore year of college. It was one of the albums my roommate Dave (otherwise a big fan of the Police, U2 and Pink Floyd) and I could easily agree on (my frequent airings of New Model Army and the Screaming Blue Messiahs? Not so much) As such, Look Sharp! was played with maddening regularity.

Now, don't get me wrong - I have nothing against Taco Bell. Hell, I'm dead sure during that specific year of college, Dave and I listened to Look Sharp! while on our way to the local Taco Bell (it being a large staple of the collegiate diet at the time). What I don't really understand is this: why is a song about the bitter incredulousness of a new jilted boyfriend considered appropriate to shill Gorditas with? "One More Time - So You're Leaving, Say Goodbye!" What does that have to do with refried beans? Why would that make me want to wolf down a Choco-Taco?

Argh!

Comments (6)

  1. Misstee says I noticed it over the weekend - there was some study done a while ago where they found listeners and viewers to songs really only paid attention to the chorus - what the song is REALLY about is lost on the audience. I will once again bring up the example of Ore - Ida french fries using The Stranglers 'Golden Brown' to hock their product...
    Permalink posted 01/08/2008
  2. Misstee says and by hock, i mean hawk....i think...oy its been a long week already.
    Permalink posted 01/08/2008
  3. Alex in NYC says Oh for god's sake! "Golden Brown" IS ABOUT HEROIN!!!!!
    Permalink posted 01/08/2008
  4. Misstee says hence why they pulled the ad after a week...and someone's office got cleaned out!
    Permalink posted 01/08/2008
  5. Bartleby says If you're moaning about the misuse of perfect pop pills such as "One More Time," then brace yourself for even more such unholy marriages between marketing and popular music with most of the Beatles' song catalogue going on sale for the best bidder to use however they see it. From the Guardian: "Sony/ATV, which owns the rights to Beatles songs, has decided to allow some of the songs to be used in advertising for the first time. Procter & Gamble plans to make use of the new ruling, with (wait for it) 'All You Need Is Luvs' to promote Luvs nappies - or diapers as the locals will have it - in America." I guess the whole thing about using a pop song is that it's easily recognisable and triggers wistful associations with your own experience with the said song. - I've yet to see this practice backfire. Here's a very interesting article on the use of music in advertising: Music In Advertising: A Analytic Paradigm by David Huron ( in Musical Quarterly, Vol. 73, No. 4 (1989) pp. 557-574)
    Permalink posted 01/14/2008
  6. Drumodad says

    The one guy that I thought who would never sell out to corperate America.

    Seeing as its Taco Bell maybe Mystery Dance would have been a bit more appropriate as no one really know whats in there.

    Permalink posted 11/16/2009

Comment on this Post

Login using email and password below.

Forgot Password?

Don't have an account?
Join MOG. It's Free!

© 2006-2009 Mog Inc. All Rights Reserved