New Sonos commercial features Janelle Monae

By Jessica Thompson in 2012, Classical, Soul · October 20, 2012 · 29 comments

Tags: All the People, Cramp Your Style, Deep Cotton, Homage to Rachmaninoff, Janelle Monáe, Janelle Monae Sonos commercial, Janelle Monae video, Love's Not So Hard to Find, Robert H. Hagenbuch Jr., Roman GianArthur, Sonos commercial, We're Far Enough From Heaven Now We Can Freak Out

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Sonos commercial Janelle Monae

Song: We’re Far Enough from Heaven Now We Can Freak Out
Artist: Deep Cotton
Download:
We're Far Enough from Heaven Now We Can Freak Out - We're Far Enough from Heaven Now We Can Freak Out - Single

Janelle Monáe is the cutest little R&B artist on the planet and she stars in this sweet Sonos commercial. (I don’t mean “little” in a condescending way–she is literally five-foot-zero feet tall.) We watch her pick out an outfit and join her own party, which looks awesome. Several different songs play in the commercial, but the one listed above is most likely the one you’re searching for. It is the second song to play in the spot. Here are the others in the order they appear:

Song: Cramp Your Style
Artist: All the People
Download:
Cramp Your Style - Miami Funk Volume 3

Lyrics:

Baby sometimes you treat me good
sometimes you treat me bad

Song: Homage to Rachmaninoff
Artist: Robert H. Hagenbuch Jr.
Download (version by Jane Buttars):
Homage to Rachmaninoff - Keys to the Inside

Song: Love’s Not So Hard to Find
Artist: Roman GianArthur
Download: unavailable

Lyrics:

Love’s not so hard to find

I’m going to get serious here for a minute before I go. This commercial brought to my attention how important it is that all races and ethnicities are represented in the media. I am white–part of the dominant race in this country–and I’ll admit that I’m usually blind to this sort of thing. If a commercial has only white actors in it the fact that it might cause some viewers to feel excluded isn’t even on my radar. It will be now. Watching this commercial made me feel good, at first. “They’re fun! They’re happy! I want to go to their party!” Then it made me feel bad. “There are only black people at that party. They must not like white people. I probably wouldn’t be wanted there.” Holy eye-opening moment. I’m not whining that there aren’t white actors in this commercial. I’m suddenly realizing how harmful it is that there are so many other white actors-only commercials. Not only is it sad, it seems like a poor advertising strategy.

UPDATE: Some people who have read this post have made assumptions about me because of that last paragraph. I want to clarify. I like this commercial. If I were invited to that party, I’d join in on the fun. I like Janelle Monae and I don’t think anything about this commercial needs to be changed. My point was that I believe there are too many all-white commercials, but I didn’t have that epiphany until I saw this one. That’s it.

Lyrics to Deep Cotton song:

Bang Bang
We’re far enough from heaven, now we can freak out
There’s a … with scissors and it wants to break out
There’s a killer in the hall and he’s watching it all
Bang bang
He’s done his job and he’s hungry for more
You can see it you can feel it metal to your head
Might as well kiss the monster laugh, have fun til your dead
Who can cook, Who can clean, Who will paint the fence
I will, I will, I will, I will, I will, I will, I will, I will

Listening is Back – Janelle Monae Sonos Commercial

Janelle Monae speaking on Sonos and the Listening is Back commercial

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  • Negail

    It makes me feel good that someone (other than another black person) notices how media typically excludes other races. The majority of commercials show only white people as you said and no one (usually) thinks twice about it, and I love that this commercial is showing only a minority (however all the people featured in the commercial are in her band, so it is not a “party” party per say, I took it as her and her band hanging out)

    • Jessica Thompson

      Thanks, Negail! I’m glad you commented. I almost took that part out because we make a point on this site to be fun and carefree and not write anything too heavy or controversial, but I also know some industry folks read this so I wanted to leave it in just in case it could have some small impact some how. But yeah, I debated deleting it and I’m very glad I didn’t now that I read your comment.

  • Emma

    I don’t care if they’re black, white, or purple… this white girl’s joining that party!! :)

    • http://whatsongisinthatcommercial.com Rassles

      Agreed, and not just because I want to be Janelle Monae.

  • Janet

    Janelle and Deep Cotton = my new favorites. I didn’t know she had a video w/Andre 3000 and I thought, damn, they should do music together – maybe even Gwen Stefani can join. Why don’t we have more of this stuff. This music is amazing!

  • Whit.What

    If it makes you feel any better, the people featured in the commercial are her band, not just random extras cast by some producer. But it’s funny how your first thought regarding the commercial was a lack of ethnic representation, when my first thought when I saw it was, “look at that party of black people, not acting stereotypical!” They’re listening to an alternative genre song and wearing tuxedos. I guess I just saw more breaking stereotypes than anything. But I do see your point.

    • Jessica Thompson

      Oh, I’m not complaining about a lack of ethnic representation in this commercial. I didn’t know it was her band, but I wondered. They seem so fun. Really I just meant that it made me more aware of the lack of ethnic representation in most other commercials.

      But yes, I definitely see your point about this not reinforcing stereotypes. It’s a great commercial all around!

  • shoktdj

    the commercial was’nt meant as a political statement it was about music and listening close your eyes there is no color only sound.

  • Zin Armagadan

    She looks and sounds retarded. The commercial annoys me every time it plays. Just thought I’d put that out there…

    • Layla

      I love the commercial….I’m wondering if that’s snoop dogg in the commercial sitting down with the shades on, clapping..can you tell?

  • Tyler Russell

    I am happy to say that I didn’t notice that there where only african americans in this commercial. Normally, I feel I can see right through companies targeting demographics. I think that not using a stereotypical setting helped with that. Great use of that song too. I am left with more curiosity of the song and Janelle then speakers though. Probably not Sonos intention.

  • pam

    What a fun commercial. I enjoyed it because of the young people dancing and enjoying themselves. It really vexed me that some racist would point out that the entire cast is black under the guise of some social awareness. It is a shame that the lack of white people in the commercial had to be discussed or explained. Black ,Asian Latinos –everyday, people enjoy being with friends and family and the absence of white people in their circle.

    • Jessica Thompson

      I’m sorry I vexed you and gave you an incorrect impression of myself. I didn’t ask for anything to be “explained” and I clearly understand that white people aren’t present in every social situation. To view my comment that way is to completely miss and misunderstand my point.

    • Russ

      I’m glad I’m not the only one that found the authors comments to be somewhat racist. I’m guessing the author is young, early 20′s or so, and is probably hyper-sensitive to race due to her own internal feelings. I am a 40-something male that grew up in a racial diverse area, served people of many races in the Marines, and for whom the color of someone’s skin has no bearing on how I view them. When I see this commercial I see a group of people having a great time, I would join in the fun without hesitation, and the last thing I that would enter my mind is “all these people are black”. It’s something I didn’t even notice until I looked up the song and found this comment. The author thinks he/she is being sensitive, the reality is the exact opposite and trying to point out his/her sensitivity makes it even worse…

      • Jessica Thompson

        Russ, I’m a 31-year-old female who also grew up in a racially diverse area who would also join in the fun without hesitation. My point was not about what I would do in real life. My point was there are too many commercials with all-white actors.

        I now see that I made a mistake by mentioning that here, even though this commercial is what spurred my thinking. I should’ve held onto the thought and written about it in a post containing an all-white commercial. By writing about it here no one seems to believe me that my point is indeed my point and instead people like yourself are making wildly untrue and reaching assumptions about me. Live and learn.

  • srfmaiden

    I don’t know why… but I love this commercial! It makes me want to get up and dance. I love the whole black and white vibe (decor and clothes). I love the minimalism, the clean look. And most of all Janelle, beautiful woman and goodlooking men. Love, love, love it!

  • Roni

    I LOVE this commercial. Ms. Monae has raised the bar quite a bit and as a result has, single-handedly, redefined her musical genre. We need more positive role models like her – she is a diminuitive minority female, breaking every stereotype in the book by being bold and sassy. Can’t wait to get the album. I hope Corporate America is taking notes. White people want to see more racially balanced commercials, and minorities in America have MORE selling power than most advertisers think. Now’s the time to BUILD on this fact. The racial wall is finally down, thanks to Ms. Monae.

  • Momo

    I loved this commercial, but I must admit that being a young African American woman means that I notice a lot of commercials do tend to miss minorities, or place them in stereotypical settings. It’s good to see things like this, things that I actually do with my own friends.

  • Paco

    Dude, don’t sweat it – some people don’t really “get it” about whitewashing and some think just noticing race at all = racism. As a person of color, let me just say “cool beans” to you for your epiphany and I also noticed everyone I the commercial is black and it (along with the overall kick-bootiness of the whole commercial) made me love it. :)

    • Jessica Thompson

      Thanks, Paco!

  • moishe pippick

    I thought they were like the coolest caterers in the world!

  • Erebiel

    These commercials look like the waitstaff at a wedding relaxing between removes.

  • Yasmin

    Wow…I am so shocked. I think this is such a cool advert! And race is coming into it as a negative point?!? What a shame….the only explanation I have for such comments are that some people obviously feel very threatened and jealous.

    • Jessica Thompson

      Race is not coming into it as a negative point. I said this commercial prompted me to realize the lack of minorities in other commercials so, if anything, race is coming into it in a positive way.

  • Rachel

    I am so glad I found this site. I have seen the commercial a dozen times. My first impression was that it was a wedding party or a bunch of caterers taking a brain break. Now I know who Janelle and Deep Cotten are. THANK YOU! I also appreciate you speaking your mind regarding your observations. It’s nice that I’m not the only one that noticed and feels the same way.

  • Levi

    Jessica, I am African American and really didn’t notice that it was only Black people in the commercial. Now having said that, I’ll also say that reading your comment is what made me fully aware of that. I got your point the first time I read it and wanted you to know that it wasn’t a mistake to post it here, because if I wasn’t looking for more on the commercial and these songs I wouldn’t have read it. I understand being misunderstood and trying to make sure people know where you’re coming from, but it is clear from the beginning and from your many clarifications. Some people will only see what they want to, no matter how much you try to explain. I think it was a great point you were trying to make and cool that you would kinda see things from another perspective because of this. and Whit.What also had a great point about breaking stereotypes with this cool ass commercial, which is what Janelle usually does anyway.

    • Jessica Thompson

      Thanks, Levi. I appreciate the positive comment. Also, I guess I did clarify a few too many times. Is it obvious I’m still a little sensitive to insulting internet comments?

      I’m glad you found the site. I can tell from your email that you’re local. Awesome.

  • Ben

    This commercial single-handedly made this mid-30′s white guy go out and download a bunch of Janelle Monae and Deep Cotton songs. Love it. I’ve always been into funky, off genre stuff like this anyway. I like to do the Janelle “Guns Up” dance to this song when listening at home sometimes. I know. Im a huge dork. Thanks for the post!

  • dumb

    dumb, dumb and am i the only one that thinks this is not music its dumb?