Music is subjective except when it isn't.

After working January 2nd to April 5th without a day off, thecampaign that led me down to South America and other parts unknown has finally launched and the first spot is out. I'm already anticipating taking time off after the second spot is finished to clear my head and detox from stress before I look for my next freelance gig.

As for the first spot, there's no easy way to say it. The music makes me cringe. It's nothing against the singer, or the song. Those parts are subjective. I just have a thing about using familiar music in commercials. No one ever remembers the commercial. They only remember the song.

I also think the song doesn't work on the spot on an intellectual or even emotional level because the lyrics are so on the nose, and the composition so over-the-top that nothing is left to the imagination. It's as if we're deliberately insulting the audience because we don't trust them to understand the spot without some straightforward lyrics that tell them how to feel. As a result, we don't allow them any sort of pleasure in discovering something new. Ironic, considering the spot is all about being inspired.

On the other hand, realism states most people won't watch the spot past the first seven or ten seconds anyway, and that will be when they are getting the kids ready for school, or half in the bag during a game, or during game night, or during anything other than paying full attention to a commercial designed for the sole purpose of persuading them to buy something.

Moreover, song choice had little to do with me; I'm a freelance creative director. There are many people with full-time jobs on higher rungs above putting forth their own POV, which is generally whatever clients prefer. This song fell within everyone's comfort zone and what you get is a song as familiar and safe as an old college sweater on a dad bod. The middle of the road risks nothing and gains nothing as a result.

Advertising is an enteral fight between commerce and art. Normally people say art and commerce, but the reverse is more apt. Despite the awards for advertising, 99.1% of it is not artistic. As a result, it leaves the majority of people unhappy. The people who make it, are unhappy, consumers who see it are unhappy. there are even some clients who are unhappy. They are usually lower rung, third-in-command types who aren't really allowed to make real decision except when the boss is on vacation. No doubt this is true in all industries, not just advertising.

The saddest part as a creative is the moment where someone above tells you to "let it go." This is usually followed with "Pick your battles." In my experience, "pick your battles," is a euphemism for "let's kick the can down the road until you forget about it." The problem of course, is that creative types are emotional. Forgetting doesn't come easy. This also explains the abnormally high turnover rate in this industry, too. At least I assume it's abnormal. Are dental hygienists switching offices every ten to eighteen months?

What does come easier for me, at long last, is the somewhat sad realization that it matters very little to people what song ended up on a commercial. Or like the Lucksmith's sang "My mother used to say there's always next year.”