I had a friend in the 4th grade who would memorize entire ads and perform them in completely over-the-top sarcastic fashion, leaving me in stitches. Baby dolls, Hostess cakes etc. delivered in his booming, powerful voice. Fast forward a few decades, I was asked by a friend in the advertising biz crafting sounds for car company spots etc. to submit some music. I tried a few times, but all of my efforts were rejected. I thought that I was supposed to make a piece of music (mostly a cover) of any length and that it would then be edited into the images by someone else. After my 3rd or 4th attempt I was told that, actually, I was meant to record the songs as one piece tailored directly to the images. The reality that I could be making my own 30-second to 1-minute creations was lost on me. I was never asked to submit anything for consideration again.
When Adelle and I began RAW impressions I knew that I wanted to recreate the commercials of my youth and pay tribute to my friend by doing so in the most melted and perverse way. Rub-A-Dub Dolly, Lite Brite and Inchworm were in my sights. Listening closely and dissecting the original works was illuminating. Each song was, indeed, a tightly crafted and performed piece. I realized how much these songs influenced me. If you’re familiar with the first Sebadoh and Sentridoh records you know that the songs are short, you know that they are twisted. Humor and nostalgia were a big part of my early recording life. Sebadoh is an homage to Play-Doh! Returning to my cassette 4-track methods of recording for RAW impressions has put me back in that sweet, slanted, spot.
Also, it has made me appreciate the true art of music for commercials. If I only had the opportunity to make commercials again! If only someone, for some reason, would want fucked-up, lo-fi, pseudo-demonic audio to push their product. I would be the person to do it! Hire me!
So, here we are, now, at my latest Commercial Recreation. It’s been all about toys thus far but I’m breaking out into healthcare products. In particular Arrid Extra Dry and it’s ubiquitious, unforgettable “Get A Little Closer” campaign. I watched a decades worth of these promos on You Tube until I found the version of the jingle that I remembered the best. Happily the images of this one are the best of the lot too. Generally the ads center around strangers who are forced into close quarters and saved from mortal embarassment by their aluminum-hydrochlorate sealed arm-pits. In this ad, however, we’re looking at couples reuniting in pre-coital bliss. The genuine lust that radiates from these couples is life-affirming. I’ve subtracted the original audio, which is also brilliant. The voice-over actor on this one is a genius. Did I mention how I’m becoming obsessed with how to do a good voice-over? I’m a rank amateur at this point but am learning! I’d love to try again in the big leagues, lemme know!
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