about a month ago I got hip to this new esurance commersh (the ones with the gross animated ads featuring people who look like tackier bratz dolls and a bizarre super-hero backstory) prominently featuring a song by a band, Cloud Cult. the ad is basically just a mini animated music video and doesn't even really mention insurance. the song, 'Lucky' is pretty tacky too, and the band's name is splashed on the bottom of the screen, labelled as an 'Esurance Favorite', like the cats at their offices fancy themselves indie rock connoseurs.
fast forward to a couple weeks ago when I was in Mark D's car, cd's typically strewn everywhere, on the way to nowhere in particular. mid-sentence, I exclaim 'omg, you have the cloud cult cd!', and then he asks me not to change the subject. but c'mon it was really weird to me that he had that cd. admittedly, my pal has a very very eclectic music taste, and he has a great time going back and forth with his friends about the hilariously bad music they used to listen to, or rediscovering old gems from high school. I knew nothing of Cloud Cult other than that ad, and immediately thought they were one of those throw-away type bands and I wasn't sure why he was listening to it, except maybe as research for a future conversation at Tortilla Flats.
on the excruciating 2 hour long ride home from Frightened Rabbit, the truth was uncovered: Cloud Cult is actually an experimental, extremely eco-conscious indie rock group from Minnesota, one that his band The Brother Kite saw at SXSW and is revered by a few of the guys. fittingly enough for a band with a song in an insurance ad, these guys have a bunch of sincere gimmicks, if such a thing is possible: they feature people within this collective painting onstage along with the music, producing a finished painting at the end of each show. the lead dude also has his own record label, embarassingly called Earthology Records, which he runs on his organic farm. they tour in a biodiesel van, keep track of their carbon footprint, and everything having to do with the band is recycled, etc. basically Cloud Cult makes us all look like assholes.
I really wanted to know how and why the Esurance commercial came to pass. according to an interview with aforementioned lead dude, they've gotten tons of offers over the year to liscense their music out, but because of the stringent eco-ethos they have, they had to turn it all down, despite the much needed money. Esurance apparently asked them, dude did some research, and felt like he could support the company. Esurance had helped make a fest the band played earlier 'green', and also became the green-sponsor for the band's current tour, paying for the bio-diesel and picking up the tab for the carbon offset.
I guess my cynical self can suck it, and we can all ethically jerk off to Erin Esurance now. I mean, there is really nothing negative I can say about this, and I look forward to seeing the Cloud Cult documentary coming out later this year.
if this blog was tv guide, the song would get a jeers for being kind of lame, but the story in general would get a cheers. here's to next levs.
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