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Radiohead sets vibe for homelessness PSA
The National Coalition for the Homeless uses a darkly ambient Radiohead snippet in this new PSA, titled "It Can Happen to Anyone," from the ad agency Knarf. The band donated the song for the ad—apparently the first time it's let any of its music be used in an ad of any kind. The track isn't exactly instantly recognizable as Radiohead, though it is dreamlike and menacing, like a prelude to a nightmare. What really caught my attention, however, was that the footage runs in reverse, heightening the sense of unease and dislocation. Overall, it provides an otherworldly depiction of, well, another world—different from the one most of us know, but perhaps closer than we'd care to believe. UPDATE: Several people are saying Radiohead has lent its songs to commercials before. See the comments section for details. |
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January 12, 2009 in Gianatasio, Homelessness, Knarf, PSAs | Permalink |
Comments
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Hello there! I've just loved this commercial... I'm afraid I can only see it here in Brazil on the internet... but that's ok.
About the fact of this Radiohead's music is the first one ever shown in a TV ad, I don't think so. Here in Brazil we had a commercial a few years ago with the song "Fake Plastic Trees" (http://www.youtube.com/watch?v=hmdmfWQW4ig). It's about the down syndrome, and it's pretty awesome.
Well, that's it. Great post. See ya
Posted by: Leandro Macedo | Jan 12, 2009 11:13:17 AM
ops, something went wrong with the link above, here is the right one:
http://www.youtube.com/watch?v=LtRR9ewUH-Q
Posted by: Leandro Macedo | Jan 12, 2009 11:15:09 AM
The song is called "MK1" and it's from the "In Rainbows" bonus disc.
And wasn't the band's "House of Cards" used in commercials for the NBA earlier this year?
Posted by: D | Jan 12, 2009 2:25:57 PM
Actually, back in 2001 Radiohead donated the rights of "I Might Be Wrong" for use in broadcast ads for the Winter Olympics. See here: http://www.guardian.co.uk/media/2001/jul/10/advertising1
Posted by: Brian | Jan 12, 2009 3:54:18 PM
I see Sigur Ros just did something similar for Oxfam America:
http://dot.sigurros.com/wp/news/sigur-ros-donate-song-to-oxfam-commercial/
Posted by: Nelly K. | Jan 12, 2009 6:40:07 PM
I'm sure what they meant is that Radiohead has never really sold their music for big brands. All the projects they've offered their music to are for good causes and/or public service like The Olympics, Down Syndrome, Homelessness, etc. It's not like they'd sell their song to McDonalds. Great spot! One of the most original spots for homelessness I've ever seen. Beautifully executed too. Thanks Radiohead!
Posted by: Ilovethisspot | Jan 13, 2009 1:54:51 PM
