A new Samsung US TV commercial featuring Lorde's "Royals" has had a mixed reception.
The ad features a street urchin singing the Kiwi songstress' hit while spying on soccer star Lionel Messi.
It's all in the aid of pushing the Korean company's new Galaxy Gear smartwatch/Galaxy Note 3 smartphone combo.
Tech site The Verge sniffs "Samsung doesn't understand Lorde's 'Royals,' uses it to advertise the Galaxy Note 3 to street urchins." It goes on to complain Lorde's song rejects ostentatious materialism, but is being used to sell and expensive gadgets. (Samsung's take is that "Royals" and Messi's urban renewal projects are both about overcoming humble beginnings and adversity. In Messi's case he's using a little technology to help fight urban blight).
Advertising industry bible Ad Week was more generous, making the clip its Ad of the Day. Ad Week's Tim Nudd writes:
The spot has a nice, dark vibe, great cinematography and impressive attention to detail. Paco Delgado, who was the costume designer for the film version of Les Misérables, created the costumes.
But more than anything, it's the music that gives the spot its power. It might seem like an odd song for any commercial—the lyrics suggest a disdain for lavish celebrity culture and conspicuous consumption, in which advertising is always implicated. (It seems Lorde does want a bit of money after all.) But it's an undeniably great track—and a coup for Samsung to have landed it first.
For Lorde - who co-wrote "Royals" with producer Joel Little - it's a case of any publicity is good publicity, with the 16-year-old Aucklander holding number one of the Billboard chart for another week.
This article is tagged with the following keywords. Find out more about MyNBR Tags
- Election 2017: NZ shares, kiwi may get brief boost after National wins most votes
- Election 2017: It's Winston's call
- Why Morgan's political pet-project toppled and what’s next for TOP
- Election 2017: English delivers for National — but not over the line yet
- Election 2017: The biggest winners, the biggest losers
Most listened to
- Rob Hosking's take on the Election 2017 provisional result, and what's likely to happen next
- Sunday Business with Andrew Patterson featuring Nick Shewring
- Gareth Morgan on why TOP failed and what's next for the party
- Professor Andrew Geddis on the rules of engagement for MMP negotiations
- NBR Radio: best of the week ended September 22, with Grant Walker