The Heavy : How You Like Me Now

Monday, February 08, 2010

How You Like Me Now

A Superbowl Joyride Dream


My favorite commercial in last night's Superbowl was "Joyride Dream" for the new Kia Sorrento featuring this track from UK indie funk sensations The Heavy. (The track first got it's traction (bad pun) when it was used in last fall's season finale of trend setting Entourage.)

I was already curious about this spot. I got a call about a month ago from my friend who handles licensing for the show Yo Gabba Gabba (whose character Muno features prominently in the commercial) asking what I thought of the song...and worried that it might be a bit too risque and heavy (bad pun #2) for an all-family message. I gave the song a big thumbs up-but it would all depend on how the visuals supported it.

And support it they do. It's fantastic. It's fun, whimsical but edgy, filled with high energy and humor and, this is where the marketing people perk up, it actually makes me think it might be fun to drive a Sorrento, a car I had never given a second thought to.

After having my musical senses assaulted by Steve Winwood (butchering his own song 'Higher Love" during the pre-game), Carrie Underwood (doing an uncharacteristically pitchy and shreaky National Anthem), and suffering through The Who's horrifically flat melody of CSI's greatest hits during halftime, I was good and ready to stand up during the 3rd quarter and boogie down to the James Brown-like sounds of "How You Like Me Now!".

Thank you Kia and ad agency David & Goliath... and Muno and Sock Monkey and all the wonderful characters of 'Joyride Dream'... for restoring my faith in musically driven big event ads!


by The Heavy from The House That Dirt Built

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The Heavy: How You Like Me Now (mp3)

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