Arts I Think I Need A New Heart, And Some Fancy Dog Food
Watching TV last night, my attention was caught by a commercial, whose soundtrack was instantly recognizable—“I Think I Need A New Heart,” one of the Magnetic Fields’ 69 Love Songs, whose jolly acoustic strum underscored an ad for Cesar Canine Cuisine, “Sophisticated Food for Sophisticated Dogs.”
The ad was, uh, cute, from what I remember, but mostly I was delighted to find one of Stephin Merritt’s songs in
such an unexpected place. As far as placement in commercials goes, “I Think I Need a New Heart” gets off easy: the ad features only the introductory riff and none of the lyrics (an ironic twist for such a literary songwriter as Merritt) and neither the ad or product is without wit or camp value. I know some folks get uppity about encountering songs they love in commercials, but for me, an ad’s gotta be pretty diabolical in its use of a song to piss me off (see Levi’s use of CCR’s anti-war “Fortunate Son,” isolating only the stanza about waving the “red white and blue” for cartoonishly patriotic ends). Under reasonable circumstances or better, ads in songs don’t bother me at all, especially when the song’s good, and the ad revenue is going to support an artist as gifted as Stephin Merritt.
(In light of recent accusations of racism made against Mr. Merritt, I’d like to confirm the aforementioned ad features both black and white dogs, and even, I think, some black-and-white dogs.)
I caught that commercial, too. It's such a lovely, heartbreaking song. It was funny to see that bright, peppy commercial and hear that tune. I started thinking/humming the words and, you know, it's sad. Good for him, though, and the puppies.