by carl wilson

Notes That Are Not In Next Weekend's Column That Are Probably More Interesting Than The Column Itself (One In A Continuing Series)


Overtones on Sat. will be about product placement. A couple of factoids that did not find a place:

Spamalot, the new Broadway musical (acclaimed by the New Yorker and others) based on Monty Python and the Holy Grail, seems to be aptly named: The show includes on-stage product placement not only for Yahoo Internet services, but, yes, for Hormel Foods' original Spam product. For those of you playing along at home, early Internerds actually adapted the name for the unsolicited solicitations that jam up your email box from a famous Monty Python skit. And now Monty Python is spamming its audiences. On behalf of Spam. Product placement in live theatre, especially in the dialogue, sounds like some kind of Mr. Show skit to begin with, but apparently it's becoming common - Broadway shows lately have spammed crowds for Veuve Cliquot, Bombay Gin and even Turtle Wax, which appears on stage in the new Beach Boys musical Good Vibrations, presumably to buff up the muscle cars, no doubt themselves also product-placed.

They're having a big product-placement problem at Carnival in Rio: "Some traditional samba groups lament that growing sponsorship by companies is hijacking creative themes. In many cases it replaced aid from underground lottery bosses who have bankrolled Rio's Carnival for decades while keeping a low profile. Now sponsorship by companies often means outside influence on the samba schools, the groups that compete in the annual extravaganza." Apparently one of the samba schools is now run by a large hydro company, whose slogan has been incorporated into the offical Carnival song.

How far would the advertisers like to take it? Somewhere, no doubt, in this neighbourhood:

Coke-backed Montefiore has its own cumbia band to sing songs about great fruit drinks

Charles Newbery
21 February 2005
Advertising Age

[Buenos Aires, Argentina] In a fresh approach to product placement, Coca-Cola has created its own cumbia band to sing about its Montefiore fruit drink on a TV show in Argentina dedicated to the catchy popular music.

Interpublic Group of Cos.' McCann Erickson Argentina assembled The Montefiore Band and wrote five songs playing up the rich flavor and high yield of the concentrated apple, grapefruit and orange drink.

The group takes the stage once an hour on ``Pasion'' (``Passion''), a Saturday program on America TV that draws Montefiore's target-lower-middle and middle-class consumers, especially housewives. The songs also air on radio. The cumbia effort is backed by outdoor, print and point-of-sale ads.

Montefiore's attributes ``are expressed in a fun way,'' said Ezequiel Fernandez Sasso, brand manager at Coca-Cola de Argentina. ``The people that watch every Saturday, they remember the songs... at the time of deciding [what to buy].''

To a marching beat, the band sings, ``I want your flavor for me, Montefiore for baby. It costs less, yields more. It has three flavors to enjoy.''

Another song, about going to the market to pick up a Montefiore for your buddies back home, goes ``Drinks all around, Montefiore. There are three flavors, Montefiore.''

Coke's cumbia connection links Montefiore with a thriving movement among its target group. The music, a danceable mix of punk angst, reggae beats and soccer-stadium fervor, is often compared with gangsta rap in the U.S. for its lyrics about drugs, discrimination, sex and violence, and now Coke's Montefiore fruit drink.

It also seems the right moment to toast the revival of The Who Sell Out by Petra Haden. I haven't heard her version yet, but if it truly involves Deleuzian counter-effectuation, that party gotta be bumpin'.

Totally unrelated, Alex Ross tells us what position his 20th-century-music book is going to take on Schoenberg (sorta).

And Between Thought & Expression has unreleased M.I.A. and other next (and/or next-to-last) shit.

The Writ | Posted by zoilus on Wednesday, March 30 at 4:34 PM | Linking Posts | Comments (2)



Petra's Who Sells Out definitely needs to be heard. Nothing I'd listen to every week, but pretty brilliant.

Posted by Chris on March 31, 2005 5:18 PM



what's next? the hidden cameras doing a stint for JVC security cams? heh.

Posted by steve birek on March 31, 2005 12:54 PM




Zoilus by Carl Wilson