The Dawn Chorus

Fresh Australian Feminism

Do Ad Execs Even Listen To The Songs They Choose?

Posted by Clem Bastow on June 26, 2008

If you watch Australian commercial television with any regularity lately you will have seen the new “Miles More Smiles” ad for Nurofen For Children. If you’ve not seen it you can watch it here.

From its comforting female voiceover we can assume is aimed squarely at mums – advertising loves to sound like a helpful friend giving some inside tips to frazzled mothers, and I say “mothers” because according to advertising, the only thing fathers are good for is getting stuff wrong. (See? Sexism isn’t just harmful to women, blokes!)

The gist of the ad is all about how it works for up to eight hours, presumably giving your baby more time to smile. It’s all a bit Anne Geddes, but rather sweet, thanks mainly to that lovely “because you’re gorgeous” refrain. Aww, sweet, isn’t it?

Pity, then, that the Nurofen ad execs didn’t think to do a proper listen-through to Babybird’s (admittedly fabulously) creepy ballad to exploitation, the casting couch and DIY porn in a car yard. Some highlights from the verse:

Remember that tank-top you bought me?
You wrote “you’re gorgeous” on it
You took me to your rented motor car
And filmed me on the bonnet

You got me to hitch my knees up
And pulled my legs apart
You took an Instamatic camera
And pulled my sleeves around my heart


You said my clothes were sexy
You tore away my shirt
You rubbed an ice cube on my chest
Snapped me ’til it hurt


You said I wasn’t cheap
You paid me twenty pounds
You promised to put me in a magazine
On every table, in every lounge

…And then that lovely chorus starts up again. I realise it’s only the chorus on the ad, but to anyone who knows the song, the verse inevitably follows in your mind. Honestly, guys, is the world of advertising so fast paced that you can’t spare 3:42-minutes to listen to the whole song? Particularly when there are children involved!


One Response to “Do Ad Execs Even Listen To The Songs They Choose?”

  1. Hooch said

    The most amazingly inappropriate advertising song I have ever heard is the one Garnier has been using for some time now – The Transplants ‘Diamonds and Guns’.

    “Knock, knock, knock, who’s that? It’s Momma, son

    Lookin’ for the bitch who took the money and run

    Now the daylight’s gone and there’s no more fun

    And who’s the fuckin’ bitch who stole all the heroin?

    Heroin, heroin, it’s all gone

    Smoked it all up, and now you got none

    And now you look around and that’s not the plan

    This is not what you had in mind”

    The rest of the song contains lyrics devoted to such topics as shooting people, shooting police, going to prison, gang colours, even more drug use (injecting this time), pissing out blood etc.

    Not exactly the musical equivalent for their catchline of “Take care”…
    You gotta admit that piano line is pretty catchy, though.

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