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GRAMMY TELECAST ADVERTISERS HAVE AN EAR FOR CLASSICS

There was more music from rock and pop’s classic era than William Bell and Gary Clark’s “Born Under a Bad Sign,” the all-star Bee Gees tribute and Pentatonix’s take on “ABC.” Advertisements plugged into classics from three, four and five decades ago as well.

Advertisers reached back to the 1970sand ‘80s for several ads. David Bowie’s “Suffragette City” appeared in the Guardians of the Galaxy Vol. 2 spot; Sonos used Thin Lizzy’s “Jail Break” in its “Wake Up the Silent House” ad; and Blue Diamond Almonds tapped The Youngbloods’ “Get Together.” Starship's "Nothing's Gonna Stop Us Now" was part of Chick-Fil-A’s VR ad. Warner Bros.CHIPS promo was set to 2Pac’s “California Love,” which, of course, is based on a sample of Joe Cocker’s “Woman to Woman” from 1972.

Google bounced between generations using Anderson .Paak in one ad, homemade videos of performances of Prince’s “Nothing Compares 2 U” and The Meters’ “The Handclapping Song” in another.

Two sneaker companies offered new versions of classics: Nike’s spot was set to Sam Cooke’s “A Change is Gonna Come” and Adidas chopped up multiple versions of “My Way,” including Frank Sinatra’s hit version.

Target teased Carly Rae Jepsen and Lil Yachty’s interpretation of Rob Base and DJ E-Z Rock’s 1988 hip-hop classic “It Takes Two” before a two-minute spot aired at 10:30 pm ET.

Johnnie Walker used Chicano Batman’s version of Woody Guthrie’s “This Land is Your Land” on a tour of Los Angeles bars.

Clark was the lone performer seen on the show and in an ad. The guitarist appeared in a Lincoln Continental ad playing his own “The Healing.” Eagle-eyed viewers may well have spotted a stack of LPs that included his Warner Bros. album The Story of Sonny Boy Slim and a copy of Hound Dog Taylor and the House Rockers’ debut LP, a blues classic that launched Alligator Records in 1971.

 

 

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