Herbal Essences, hard truths

RAW Impressions, episode 83

Yesterday, RAW impressions ep. 83 debuted. I’m embarrassed to admit, but I thought it might become our breakthrough show. The one that catches on, is widely shared and opens up our RAW world.

Adelle and I re-created a Herbal Essences (shampoo) commercial and we, imho, absolutely killed it. Adelle’s voice over work was stunning. My instrumental work, faithfully referencing the original soundtrack with my bass and an ancient drum machine, was downright Folk Implosion-esque. After putting the final touches on the YouTube version, in which I synced our version to the visuals of the original commercial, I released it into the world, unusually satisfied with myself.

 I was busy not checking my phone yesterday but expected to be greeted with accolades on my late afternoon social media check-in. When 4:30 rolled around Adelle looked concerned. “I don’t think many people liked our commercial, honey.” 

Sure enough, very few comments, not a lotta hearts, not a lotta play. I’m always pleasantly surprised when a post of Izzy saying something funny, or me flipping through my records, generates some taps. It makes me feel genuinely connected to the outside world. I like kid videos and looking at records too. It makes me feel better. So, to return the favor, to add levity to the onslaught of information we endure everyday, I like to share funny things. But, ouch, I need validation for everything now?  Not cool.

(the real commercial)

 This could be the truth: commercial re-creations are a legend in my own mind. My childhood friend Mark kept me in stitches with his exaggerated reenactments of the ads that droned on between cartoons and reruns. It imprinted on me. Sarcastic, satirical and just fucking funny to me, I’ve been after that dopamine hit ever since.

Check out this one for Hostess he did: 

 When conceiving the RAW show and assuming the world was waiting for them, re-creations were at the top of my to-do list. I went on a tear. Via YouTube I resurrected the melodies and voice-overs that have lived with me for so long. Strange, haunted transmissions from my deep space. Re-creating the commercials was cathartic. I felt like a fucking research scientist comedian. The amount of time I spent (on Burger King in particular) bordered on the absurd. Some were a breeze (Baby Alive, Inchworm) but still, a whole lot of work for 30 seconds of audio. I didn’t want to admit it but not everyone seemed to understand how genius the spots were. I began to see I was possibly blinded by my love of commercial re-creations, addicted even.  

 Worse, when I was out in the world seeing old friends or making new ones, I often mentioned the commercials. “They will LOVE my fake commercials” I told myself. I held my iPhone to their unsuspecting faces, laughing at my own work.

Looking back at those times, I consider the reactions for what they really were: polite bemusement. I had the realization: a vast majority of people do not get my commercial re-creations and never will. Why would they and who can blame them. What is the actual point of re-creating commercials word for word? It’s an old commercial, whether I re-do the soundtrack makes it no more, or less, interesting. Sometimes I think people think the re-creation is the actual commercial and we’re just playing some old commercial and fuck commercials anyway. I dunno.

 This crash was inevitable. It’s part of the creative cycle. Painstakingly matching my own voice and music to vintage advertisements has been deeply rewarding, but it’s time to let go. Maybe the re-creations have been a form of pro-crastination. Am I avoiding writing new original songs?

Finishing a song, as I’ve said a bazillion times, is one of the true joys of my life. The high is incomparable, and so is the come-down, even harder when it’s an original and the heart is on the line. I’ve foregone work on new me-tunes and been quite happy to fill the podcast with my childhood memories, reframed and for my own amusement.

I’ve compiled 4 volumes of -RAW from the pod- and not many people have streamed or downloaded them.

In the meantime, Herbal Essences is our recent masterstroke and if a stroke is all it is…great, it feels good. I just won’t keep entertaining the idea that anyone but Adelle and I (and possibly you) enjoy commercial re-creations, that’s all.

There is one more commercial I need to re-make (TOP SECRET!) , but after that I’ll say farewell to the concept for a while. Unless, truly, I begin hearing the word from across the nations: “Lou please do more commercial re-creations”.

  Check out the Herbal Essences extended “creep” mix! 

DOWNLOAD IT, RIGHT HERE….YES, TRY IT OUT.. DIRECT DOWNLOAD!

that’s also the Apple Link to listen to the episode,

-lou