I know this sort of thing is old hat by now, but this still sort of blew my mind. I’m watching game 5 of the NBA finals, it cuts to an ad, and I hear a familiar tune over a scene of a bunch of a first graders playing soccer. It’s (not that I remembered the name of the song) “A Minha Menina,” a great Os Mutantes song that I know from their 1999 Luaka Bop compilation Everything is Possible. For those of you who don’t know them, Os Mutantes (the Mutants) were a Brazilian psychedelic rock group from the late 1960s/early 70s who were re-introduced to the non-record-collecting Anglophone world by David Byrne with that compilation album — but are still pretty obscure in the scheme of things.
So I’m watching the cute kids playing soccer, trying to figure out what it is, and then the losing team gets the ultimate consolation prize of… a Happy Meal!! It’s a fricking McDonald’s ad!!!
Again, I should be used to the ineluctable globalist cool-hunting margins-to-center logic of late capitalism, but this still freaked me out a little bit. I guess just because I don’t think of McDonald’s as one of those cool-hunting corporations when it comes to advertising — aren’t their ads usually super-mainstream?
Here’s the ad, courtesy of Stereogum.
addendum: now I’ve learned that the catchy/weird song from that Heineken ad is by New Zealand indie rock legend Chris Knox of Toy Love & the Tall Dwarves. Strange. Here’s the ad: