Song: Africastle -
Artist: Battles
Download It:
I’m sure you’ve seen at least one of these new Target Everyday Collection commercials. There’s a whole batch of them on TV right now and they’re all kind of weirdly epic. None more weirdly epic than this one, I think. Our reader Boyd Main requested it.
This ad features a woman just goin’ straight bawse on all kinds of food. First she tears into a bag of Ruffles chips, then she opens a jar of pickles so intensely it causes the pickles to literally explode out of the jar. I mean, when has that ever happened. This woman is in beast mode right here. She rips an orange apart. Not just open, apart. We then realize it’s a commercial for prenatal vitamins, she’s pregnant and she is having some serious cravings.
Still though, the way she treats her food, I don’t think she’s going to be eating any of the stuff she basically destroys. I put my foot down when she just tears open a bag of Oreos at the end and they go flying everywhere. C’mon lady. Oreos are delicious. Treat them with respect. Nobody’s going to eat those now that they’re all over the floor. And who’s going to clean up the mess you just made?
Anyway, I’m getting off track here. To match the weird epicness of the commercial, Target chose an equally weirdly epic band in New York group Battles. The experimental rock band’s “Africastle” is the soundtrack to this ad and it works well. Battles is mostly about creating soundscapes, being noisy, and rocking complicated time signatures. Not so much about meaningful lyrics or catchy hooks. It’s artsy and it’s awesome.
“Africastle” is the opening track off of Battles’ second album Gloss Drops and it’s got a great intensity to it that totally works with images of a woman just rippin’ crap up. Battles could probably take this a step further and make a pretty cool music video for the song.
Check out the commercial below.
