While my guitar gently weeps: Lowly retailer uses the Beatles’ “Help” in ads.
August 31, 2011
When I first heard the opening strains to the Beatles’ iconic song “Help” coming out of the car radio I thought: Cool, the inane radio station my kids listen to is finally playing something worthwhile. I nearly spit my Rockstar energy drink when a voiceover started babbling about home electronics on sale for Labor Day.
Unbelievably, It was a spot for hhgregg, an appliance and home electronics store. I’ve never even heard of them but apparently they’re a southern retailer making inroads up north. One look at their website and you find a hard core retailer in the realm of Best Buy or the recently defunct Circuit City. Their theme line: “We Help.” Ugh. Ironically, Circuit City had an identical mantra. It didn’t help them any.
As I immediately Tweeted and put on Facebook: How in God’s name can a hokey retailer get the rights to the Beatles’ “Help” for their crappy commercial? A first responder adroitly replied: They can’t. A cease and desist is imminent.
Indeed. There is NO WAY this is a legitimate usage of the Beatles catalog. After all, it took iTunes until last year just to get the rights to offer Beatles music for sale to consumers. With all do respect, Apple has a lot more credibility and money than hhgregg. A LOT MORE. But even if it were Apple, I’d be bummed.
I know not much is sacred in Adland, particularly when it comes to using popular music in modern marketing. But the Beatles? I don’t know what to say: Too soon? Not ever. That it was done in such a lame commercial makes the whole thing even more mind-boggling.
So what gives? I agree with my Friend on Facebook. This smacks of a sleazy attempt for some nobody-retailer to suddenly get noticed. By the time the lawyers force them to yank the campaign they will have achieved their awareness strategy. I’ve often wondered if stunts like this were legal. It’s certainly the way popular culture is going. Yet even if somehow the store acquired the rights to this music (naked photos of Paul McCartney?) it was still wrong. Way wrong.