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Name that tune, name that drug

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Posted: Friday, January 18, 2019 7:30 am

If the talking heads and the young, smooth-skinned heroines of the daily soap operas aren’t enough to discourage my daytime television watching, I’ve found another reason. Today’s filmmakers and ad wizards seem to have difficulty developing their own material, so they’ve recycled that creative genius born of the baby boomer generation. If these folks aren’t remaking movie classics with a modern theme, complete with today’s unfiltered tongues, they’re co-opting my generation’s music for commercials that promote drugs for illnesses and diseases afflicting the largest generation ever born. 

Though relatively low on my annoyance scale, I can’t give the ad gurus a pass for perverting Whitney Houston’s “I wanna dance with somebody … I wanna feel the heat with somebody.” And at age 32, “somebody” certainly wasn’t that cold plastic Capital One Visa card the song promotes nowadays. 

Ratcheting it up a notch is M.W. Kellogg, a company that we boomers grew up with. It gave us Tony the Tiger and Sugar Corn Pops that were tops – but Kellogg co-opted “Yummy, Yummy, Yummy, I’ve Got Love in My Tummy” for a cereal commercial. What a change - from hot music to spilled milk!

Now is when you can picture me rolling my eyes toward Heaven– with the diabetes medication, Ozembic’s version of “Whoa, Oh, Oh It’s Magic!” that is now “Whoa, Oh, Oh, Ozembic!” As they say in today’s vernacular, OMG!

Pardon the pun, but I get heartburn every time I hear the Entresto commercial. Entresto is a heart medication ad set to Sonny & Cher’s “The Beat Goes On,” complete with graphics of a beating heart. No, it’s not Sonny and Cher singing, but give me a break - is there anything from the 60s more sacrosanct than the “I Got You Babe” couple?

The ultimate button pusher for me is the commercial for Anoro for COPD that touts independence and mobility to Fleetwood Mac’s “Go Your Own Way.” I know well the hope it brings but going your own way with COPD isn’t as easy as they make it look. My memories of “Go Your Own Way” as a 30-something are in sharp contrast to the more recent ones the commercial resurrects. I prefer the former.

Wrangler’s use of poetic license with Creedence Clearwater Revival’s “Fortunate Son” took a hefty hit in the print media and on NPR. I read that singer Dan Fogerty wasn’t too happy about how his anti-war message was repackaged as patriotism, but I’m guessing he hasn’t returned those royalty checks.

Yes, I understand the artists, or their greedy heirs, had to agree to the terms for use of their music but when I hear those tunes, they bring back memories of my younger self - a self with smooth skin, sort of big hair and my whole life ahead of me. Back then diabetes, COPD and heart problems happened to old people and “Fortunate Son” was a political statement. Fast forward to the present. So far, I’ve fended off disease and there isn’t one person from that era alive todaywho doesn’t recognize those famous introductory chords that have been recast as a patriotic commercial for jeans! 

Well, the world keeps turning and what goes around comes around. I’ve already put a bug in the ear of my Generation X adult children to get ready - because last week I heard the intro strains of Pretty in Pink’s “If You Leave” in a television commercial!

Connie Clements is a freelance reporter and award-winning columnist, who returned to her passion for writing after retirement from the workforce and motherhood, although one is never fully retired from motherhood. She writes feature news article on a weekly basis and an opinion column as the mood strikes her.

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