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Feb 17, 2009

The soon-to-be (if not already) most overused song in marketing history...

...that I'll never tire of. That's right, it's Sigur Ros's soaring, inspirational, beautiful, otherworldly hit "Hoppipolla," my favorite song of theirs, and probably yours, too, even if you're not familiar with them (read all about them here, including what pretty much entails the meat of this post - stupid Wikipedia has the answers before I even have the questions).

Anyway, after seeing the preview for Disney's Earth doc for a second time - a trailer that employs "Hoppipolla" - I got to wondering, just how used has this song been in the short 3-4 years since it's release? It was prominently featured at the end of Penelope, is used in the trailers for Slumdog Millionaire and Children of Men, and I believe has been in a commercial for a video game. It's probably been in half a dozen other commercials that I'm unaware of - can you fill in the blanks? Will it's usefulness ever run out? I find that repeated listenings have yet to dampen its impact on me...


13 people have chosen wisely: on "The soon-to-be (if not already) most overused song in marketing history..."

J.D. said...

Jesus Christ, if I hear that song one more time I WILL cry. It's hard enough trying to hold back the tears every time I'm forced to watch a Slumdog TV spot. Ugh.

RIPE Creative said...

I wish the Hoppipolla video was shown more often ...

Rachel said...

I think Clint Mansell's theme for Requiem for a Dream is way over used in trailers. And the quality of the films using them gets worse and worse each time, which is sad considering the amazing music they're defacing by using to advertise their crappy movie.

I also find that people have started picking on one of Mansell's songs from The Fountain lately, as well (I Am Legend, Frost/Nixon, Pride & Glory). It almost makes me want to not listen to the soundtracks for the these two films ever again...ALMOST.

Fletch said...

Let it all go, J.D. Watch it again and again and feel the therapeutic effects of Sigur Ros!

RIPE - Shown more...where? You can see it online anytime you want! And methinks this might've been a good post for your ad ramblings blog...feel free to share. ;)

Rachel - Bless you. It's been years since I've seen Requiem, so, as you can imagine, I didn't recall the music after my lone viewing. But that theme by Mansell is one of those songs that I knew I knew, I just didn't know where from. So thank you much for the knowledge.

And you do in fact HEAR IT EVERYWHERE! Anytime someone wants to shine a light that says "this is important!!," they play that song.

The Fountain one, not so much, but it's a little less accessible. Thank god...

Nick said...

Yeah, I'm with Rachel in that the Requiem for a Dream song is being used everywhere, too.

The Saw Theme ("Hello Zep") is used every now and then, too.

But the song I've noticed that's being used more and more often now (not a SUPER lot, but it's getting more use) is Paper Planes by MIA.

Though sorry, I only vaguely recognized Hoppipolla...

Craig said...

It's the same way there are a few classical songs that always seem to appear in the same type of action or sports movies.

do you have a flag? said...

i just saw the trailer in theaters for Disney's Earth, and did actually tear up when Hoppipolla came on. Damn you Sigur Ros and your emotionally gripping music with made up words!!

Daniel Getahun said...

Is it possible?

Could it be that none of you have seen this yet?

You're welcome.

Fletch said...

You know what - I'd seen the link/still image from that on several sites, but I never clicked through and watched it. I figured I had seen enough movies in 2008 that I didn't need a recap. Guess I should have, though...

Now, if it was a recap of a prior year, I'd probably watch that. Memory's still pretty fresh going back 12 months (usually).

Thanks, Daniel.

Nick, Paper Planes certainly got a lot of exposure, if from nothing else just with its use in the Pineapple Express trailer and Slumdog. Problem is, it's too recognizable and distinctive to get used too much, I think.

PIPER said...

Strangely enough, I've never heard this song and I'm in advertising. But it does have the makings of being overused.

Marketing can take a song two ways. It can get it recognized as is the case with Feist 1,2,3,4. Or it can kill a great song like Nissan's Truck commercial did with Vince Guaraldi's Linus and Lucy. I still hate them for doing that.

Daniel Getahun said...

"Now, if it was a recap of a prior year, I'd probably watch that."

Different song, different year, same idea. (the same guy made it)

Fletch said...

Well, how's this, Piper? I'm unaware of Nissan using Linus and Lucy. THANKFULLY...

But that is weird that you haven't heard this song yet. It's been all over movies over the last two years.

Thanks again, Daniel. Love the song, but for whatever reason, those compilations don't do much for me. I think it's because the concept is too easy and doesn't have meat on it.

Princess Fire and Music said...

I haven't actually heard this song, either. I guess I don't watch enough TV. I like what I'm hearing, but I can easily imagine it getting overplayed.