This time it’s Naughty by Nature’s ‘Hip Hop Hooray’ - and what a magnificent job they’ve done of re-imagining this '90s classic. See, these kinds of incredible ideas are why you should have gotten me involved! Your loss, W+K.Īs inferred above, I love it when brands re-contextualise a recognisable song in a campaign-setting to promote the sale of goods and/or services. Side note – omg just googled, it’s been 10 years since Call Me Maybe came out!!! what the HELL!! I am approaching old age at far too rapid a pace.Īs the creative team noted “Like a perfect pop track or your cushiest velour sweatpants, Malibu is unashamedly mainstream and deliciously uncomplicated.” Perfect.Īlthough… final note - I HAVE to say… this is a huge missed opportunity to not have synched Kim Petras’ ’Malibu’! Could have done a Call Me Maybe x Malibu re-record!? That being said, I think Malibu have nailed it, timing-wise, with this one. I love this song!” followed by a genuine glee at being able to recite the whole thing word for word. A track like this needs to have been removed from public consciousness just long enough that a single whisper of the string filled chorus has the ability to evoke cries of “omg! Haven’t heard this in ages. Bring it back too soon, before the last vestiges of hatred have worn off, and it’s groan-inducing. I love seeing brands utilise pop bangers-past to evoke recognisability and a hint of nostalgia, though it’s not always easy to identify when it’s appropriate to re-introduce a track like CMM back to the culture, a track that was, at the height of its popularity, completely inescapable and probably, widely-hated towards the final stages of its pop tenure (not by me of course!).
The brightly coloured, sun-soaked setting provides the perfect backdrop for a Call Me Maybe remix, with newcomer Aiza delivering a fresh topline to help offer context (whilst also helping promote the sale of Malibu, ofc) with lyrics like “Keep the party going if you want to, we’ve got ice cold drinks on the menu”. The film is equal parts vibrant, colourful, magical and ridiculous (but in a fun way!). I am happy for my queen CRJ to be getting her coin and once again permeating the culture, our ears, and (as always in my case), our hearts (stream new single ‘Western Wind’!) with this fantastic spot for Malibu. SO obviously I’m devastated to not have been involved with the music supervision on this one… The fact that an agency decided to sync, sample, re-imagine, re-record Carly Rae Jepsen’s iconic 'Call Me Maybe' a song which easily breaches my top five favourite songs of all time, by an artist who I routinely, obsessively, almost DAILY refer to as the greatest pop songwriter of our generation (ok tied with Taylor Swift) and yet… this agency didn’t think to call me for my input… like ok… having an existential crisis!! What is my purpose as a music supervisor? WHY is my expertise in this area NOT recognised and respected? Shocked, horrified, humiliated and yet.
The BEST music and sound to come out of adland in April.
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