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Kraft uses 'Unbelievable' unbelievably
—Posted by Celeste Ward |
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December 2, 2005 | Permalink |
Comments
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Yeah, this is the biggest problem that I have with advertising. Buying the rights to a song, and then changing the lyrics to fit the concept.
If I ever do this, it's too late, I've already sold out!
Posted by: Craig | Dec 3, 2005 2:23:56 PM
Waaaaa! Waaaaa! They bought my favorite song, and changed the lyrics! It's abominable!
... Except when it's not, like when Starbucks does it with Eye of the Tiger, and it wins a bazillion awards.
Face it, advertising co-opts everything. Hell, there'd be no Photoshop if it weren't for Andy Warhol.
Posted by: | Dec 3, 2005 9:24:00 PM
who gives a shit? if the song was so sacred, emf would have refused to take the money. apparently, they were cool with selling out.
of course, if i'm ever interviewing the responsible creatives for a job and that spot's on their reel, the interview's over.
Posted by: HighJive | Dec 4, 2005 8:19:06 PM
Hasn't this song been used in well over ten bazillion spots already? And in every sports promo ever? I think this song lost every bit of its sacred-ness long, long ago.
Though you have to admit the pitch to Kraft must've been funny. "You know that EMF song, 'Unbelievable?' We want to change that to...get this...'CRUMbeliveable!' Don't you love it?"
Posted by: sdella | Dec 5, 2005 11:01:45 AM
I think it’s very eco-minded of Kraft to have found a use for all the cheese sweepings that fall out of the cheddar slicer machine onto the factory floor. I'm rushing out right now to buy me some. Here I go. Watch me.
Posted by: Megan | Dec 8, 2005 12:09:36 PM
The song sucks. The ad sucks too, but for a different reason. Break that neologism down: "crumble - leaveable." They're saying right there that there's no reason to buy the product!
Posted by: | Dec 8, 2005 1:02:49 PM
If an anthem falls in the woods does it make a sound?
Get a TiVo and stop watching the stupid commercials.
Posted by: Evil (not in advertising though) | Dec 8, 2005 2:40:03 PM
I've long grown tired of pointing out the suckiness of advertisers that appropriate our music memories and twist them to sell products. It goes well beyond the Rolling Stones selling "Start Me Up" to Microsoft (for an eye-opening EIGHT MILLION $), and then leads to otherwise talentless hacks who "re-imagine" oldie hits and try to pass them off as their own, apparently in a sickening attempt to sell THEIR versions to advertisers... And the wheel keeps turning.
Posted by: Adrian in Dallas | Dec 9, 2005 11:10:10 AM
I used to have an art teacher who asked if the main objective of (in this case) creating the song was to make money, then can this really be considered selling out? I think the worst part of this how they've changed the words of the song, but not selling the song itself. However, if courtney love sells her part of the Nirvana catalog to Martha Stewart, then a part of me will die.
Posted by: Leon Goetz | Jan 4, 2006 2:22:35 AM
the guy who sings in the kraft commercial sounds a lot like gregg alexander of the one hit wonders the New Radicals. does anyone know if that is him?
Posted by: chris | Jan 6, 2006 3:21:14 PM
My girlfriend has been singing "you're so crumbelievable" to me ALL DAY!!! HELP ME!!!!!!!!
Whether its a night out on the town, dinner in an exclusive Moroccan restaurant, or in the car, she continues to look into my brown eyes and sing at the top of her lungs, "you're so Crumbelievable". Fuck EMF, and fuck you KRAFT. I will NEVER buy your product. have a nice night.
Posted by: Sansicle | Jan 14, 2006 10:42:56 PM
Let's not forget the spot begins with the "Let's get ready to CRUMBLE!" ripoff. I mean the sheer audacity of combining 2 completely unrelated borrowed-interest cultural references elevates this spot to an almost mythic level.
Crumb-fuckin-believable.
Posted by: Bad_C | Jan 16, 2006 9:55:48 PM
Hi guys. EMF here. we actually did that crumbelievable commercial ourselves. crazy huh? but we just decided to take the cash.
keep crumblin'.
-emf
Posted by: EMF | Feb 4, 2006 6:36:54 PM
You do realize that Mark Mothersbaugh himself re-recorded "Whip It" for that Swiffer ad, right?
Posted by: Joey Joe Joe | Mar 30, 2006 6:12:45 AM
I HATE this commercial. Who the hell thought up the idea for this god awful commercial? Was it like, a group of "ad people" sitting around high on god knows what and one of them starts singing "so crumbelievable" and everyone else thought it was so funny becuase the guy who sang it is a complete retard............Ugh.
Jesus cheese eating Christ, what is wrong with people today? I can't stand it. I saw the commercial for the first time today, and it literally sent chills up my spine. That song! I was imagaining the singer, giving it his all on that "crumbelievable" part singing it with all the gusto and feeling he could. God what an awful commercial. I will never buy cheese ever again.
Posted by: Flirty Harry | May 19, 2006 2:26:22 PM
http://youtube.com/watch?v=pFjctVBg6K8&search=kraft
Posted by: jordan | May 20, 2006 10:10:31 AM
I laugh everytime I hear "It's Crumbelievable"
Posted by: | Jun 26, 2006 4:43:47 AM
I haven't seen the advert. Does it still say "What the Fuck?" all through it? If so, now that's funny...
Posted by: Diceman | Aug 16, 2006 7:21:21 PM
It's JUST a commercial using a play on words. You learn about it in Intro to Marketing. The world will continue guys.... I promise.
Posted by: Kathy | Jan 31, 2007 10:50:53 PM
Sexy sounds at http://worldofadult.com
Posted by: owen | Mar 27, 2008 8:23:58 PM
