FAUXMERCIALS
Last update: August, 2007
DEFINITION:
We have coined the word "fauxmercial" to describe a commercial which commits a major faux
pas, or blunder, in its use of music. In particular, our interest is in the inappropriate use of sacred classical music to
sell some products, but we are not excluding secular music. We invite you to submit your own example. We will post it and also bring it to the attention
of the advertiser. This is a free public service of Cantus Quercus Press.
EXAMPLES:
A TV advertisement for a hemorrhoidal cream depicted the user expressing relief from pain to the music from
Handel's Hallelujah Chorus. The advertiser removed the offending commercial after a complaint was lodged.
2. The same music from the Messiah was used in promotions for the Super Bowl on a TV Network. This was also withdrawn
when a complaint was made. We suspect the Hallelujah Chorus is the most abused piece of classical sacred music in fauxmercials.
3. Toyota Motor Car Co., is promoting the Toyota Highlander model to the sounds of the Dies Irae from
Verdi's Requiem. Protest currently pending (see letter). Why would the company want to promote their product with
funeral music?! Let alone with the sounds of Judgment Day! The Infinity model was also promoted in this way and the
company was notified.
4. Webex is using the Hallelujah Chorus 'sung' by Lily Tomlin as the telephone operator. Seen on Fox News 'Dayside' and reported by B.N.
(see letter). This usage ceased after we lodged a complaint!
5. The Fox network's promo for the show "Trading Spouses" used the Hallelujah Chorus, seen on Channel 11 KTTV by
viewer B.N. and others. (See letter)
6. Ubisoft's promo for their their new Splinter Cell video game, seen for example on Bravo in Los Angeles on 3/27/05. uses music from Verdi's Requiem, seen by viewer A.S. and others. (See letter)
7. Proctor & Gamble's promo for Charmin bath tissue, seen on Cable TV Aug. 22, 2007, used the Hallelujah Chorus,
seen by vewer G.H., L.A., Adrienne S., Betty S. and many others. (See letter). A Chicago viewer writes, "Are the advertising companies so bereft of talent that they need to use sacred
music to sell their products? I am offended!!!" A Toledo viewer writes, "We have been taught not to use the name of the Lord our God in
vain . . ." NOTE: As a result of listener reaction, the music was changed by October to Strauss's Also sprach Zarathustra.
8. Hunt's Manwich Sauce (ConAgra Foods), promo seen in Chicago on NBC 5, ABC 7, FOX 32, etc. by viewer J.P. and others during August, 2007,
totally debases the chorus from Beethoven's Ninth Symphony by parodying the words: "Manwich, Manwich, we adore thee...
napkins now unfold before thee..." (See letter). See ConAgra's
reply. It appears from their reply that they are unrepentant about the use of the music, although they dutifully apologize for "any offense it may have caused."
They don't 'get it' that they have parodied the lyrics. Nor do they seem to have any appreciation of how to tell whether the context of
using Beethoven's/Schiller's high and noble work would be appropriate. There used to be a vast difference in gravitas acknowledged between
shilling for food products and, say, a commercial on behalf of UNESCO bringing joy to children. Also, the parodying words is no less unethical when the passage of time makes it no longer
illegal. Sensitivity to these issues appears to be absent from ConAgra Foods. However, we commend them for replying.
SEND US YOUR EXAMPLE: