Caribbean Sounds Are Coloring This Summer’s TV Ads.
Last year, we noted a wave of TV commercials featuring the sounds of dancehall and reggae, including a Spike Jonze-directed Kenzo perfume ad with the attacking vocals of Assassin/Agent Sasco, an LG commercial with Jason Statham featuring Busy Signal’s “Everybody Move”, and even a Nike ad with a dash of Bounty Killer.
It seems that the trend of Caribbean-inspired TV spots (or, as we’ve dubbed them, “Bashmentisements”) is continuing into this summer, too. If you tuned into Game 2 of this month’s NBA Finals between the Golden State Warriors and Cleveland Cavaliers, you would have have caught the primetime debut of Bacardi’s new “Break Free” commercial. The ad features the song “Front of the Line,” taken from Major Lazer’s Know No Better EP, featuring the voices of Machel Montano and Konshens in a 30-second spot. The same night (and throughout the NBA playoffs) you also could have heard the classic sounds of “You Can Get It If You Really Want” by Jimmy Cliff and “Cool Runnings” by Bunny Wailer, which appear in a pair of Corona spots, respectively dubbed “Beach In A Can” and “We Make Summer.” It’s yet another instance of Caribbean music crossing over in a non-traditional way. This year, we’ve also heard the voice of Jamaica’s “Singy Singy” Tarrus Riley dueting with Elle Goulding on Major Lazer’s “Powerful” in a Hulu promo, while Popcaan turned up in a Coca Cola commercial using Jamie XX’s “(I Know There’s Gonna Be) Good Times”). And an honorebel mention goes to U.K. reggae producer Prince Fatty (Hollie Cook, Protoje), whose dub flip of Ol Dirty Bastard’s “Shimmy Shimmy Ya” landed in a Samuel Adams Summer Ale ad (after previously appearing in Breaking Bad). Jus Now and Bunji Garlin also earned a spot in the international TV trailer for The Fate of the Furious.
Caribbean music lives here.
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