COMMERCIAL MANIAC

Like many other people, I tend to notice commercials. In general, they drive most of us nuts. They cut into some of your favorite shows, peddling items you have no use for, foods you do not crave or weight loss programs that you can't trust. However, there are those moments when you come across a commercial that lingers in your memory. The reasons for such are infinite and random. For one, it may be the images - they can be reminiscent of things long gone or of happy memories you crave to remember. For another, it can be tacky or crude imagery one would rather not see, ever again.

In my case, the commercial that continues to play in my head is the JOURNEY DIAMOND JEWELRY commercial that we were introduced to late 2006 in preparation for the Christmas/end-of-the-year shopping period. It is one of many in the "A Diamond is Forever" series and was created by JWT Advertising Agency. What is it about this commercial that strikes me? The soothingly haunting and melodious voice of Dusty Springfield singing "What Are You Doing The Rest Of Your Life." If you haven't seen this commercial or heard this song, I apologize because you have no idea why I would start a blog focusing on this incredible voice in a 30-second commercial. Nevertheless, be rest assured that the commercial in question achieves what all advertisers seek. A 'Holy Grail' of sorts. The use of the Dusty Springfield song creates an emotional connection with the listener/watcher. It knocks at the door of the romantic in all of us and awakens the desire of companionship and love in most. Dusty Springfield's voice accompanies visuals of a couple walking on the beach and there is a closeup on the advertised diamond necklace worn by the female character. Believe me, I don't want the diamonds, but I do want Dusty Springfield cooing me to sleep with that melody. I can only imagine that the song is a popular one at weddings. I can assure you that I will play it when I have my vow renewal ceremony (don't know when it will happen, but will keep you posted).

So, I therefore ordain this commercial one of my favorites. Not because it's such an astoundingly clever and unique commercial, but because the use of a beautiful and classic voice connected with me and made me take notice. Please listen to Shirley Bassey's rendition of the noted song. It's a lot more jazzy than Dusty Springfield's version, but she also has a spectacular voice.



Here is a short rendition by recording artist Fantasia Barrino.



Finally, feel free to visit http://www.nyu.edu/projects/sciabarra/notablog/archives/001229.html for additional discussion on the Journey Diamond commercial.

Anyway, feel free to comment, if you care and make sure you stop by again for more commentary and discussion on commercials, good and bad.