Yes! I am super pumped to be able to write about a commercial with Amon Tobin in it. I never thought I’d see the day an experimental Target commercial song would cross my desk. Experimental electronic music is some of my favorite music around. If I made music (when I make music?), I would (will?) make experimental electronic music. It’s just so chill and fun at the same time. It’s low key, but if you pay close attention you can find so much in it. Even humor.
This tune has a happy, hip-hoppy beat that matches the rhythm of the woman climbing up the ladder. Oh yeah, what do you think of her? I read the comments on the Youtube video of this spot and apparently a whole lot of people find the commercial extremely sexist. The actress is sexualized and climbing up all of these weird ladders trying to get to a light socket. Once she makes it there you hear a breathy voice say, “Remember, righty tighty, lefty loosey.”
I suppose I could see the sexism in that if I took it literally. Am I giving Target too much credit by assuming they are not genuinely proposing that women are sexy but dumb creatures that cannot remember which way to screw in a lightbulb? I saw the sexuality in this spot as intentionally overt, perhaps even mocking the blatant use of sexuality in advertising. Then again, it’s 2013. Isn’t pretty much everything ironic or mocking these days, even ads? Does ironic sexism in an ad somehow give it a not-sexist pass?
Ah, who knows. While you all deconstruct this commercial in the comments, I’m going to kick back and spend my Sunday listening to the entirety of Amon Tobin’s collection. So peaceful and joyful it is.