Apple's New Ad Feels Too Familiar to Elicit Much Response From Us

Zzzzz ... Oh. Sorry. Where Are We? We Have Keyprints Across Our Forehead

By Published on .

Artist: The Ting Tings
Song: "Shut Up and Let Me Go"
Marketer: Apple
The Ting Tings - Shut Up and Let Me Go - Single - Shut Up and Let Me Go
What would this blog be if we didn't mention the new Apple iPod + iTunes "Gamma" ad that premiered this weekend? Reprising the familiar silhouette theme that's been sitting on the shelf lately, the spot features more people dancing with white music players in front of colorful backdrops. No, you haven't seen this before, and yes, of course you have.

I'm not really sure what else to say, except the soundtrack is the rudely titled "Shut Up and Let Me Go," by the UK dance-punk group The Ting Tings. It works, I suppose, but I probably won't be the first to complain that it's so familiar-sounding that we hardly noticed it was new. As a whole, this ad seems like a retrospective of iPod ads, and sounds far too much like "Music Is My Hot Hot Sex" from CSS, in the much-better iPod Touch ad -- and yes, a Zune ad before that -- from not that long ago.

UPDATE: "Shut Up and Let Me Go" is the iTunes single of the week, and for now, you can download it free.

Apple is getting another chance this week to toot its horn about past glories when it brings back its TV-commercial-song playlist "Commercial Success: Songs from TV Ads." According to USA Today, it'll be available today and will feature Yael Naim's "New Soul," Brendan Benson's "What I'm Looking For" as well as material from other brand's commercials. As usual, the songs will be 99 cents and obsessive weirdos can purchase the whole thing for $41.58.
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