Justin Sergi is a freelance digital producer for WQXR.
Watch: This Beethoven Remix Ad by Intel Blows Our Minds
Tuesday, October 04, 2016 - 10:42 AM
Classical music remixes have been used in advertising to great effect this year. Intel spent a year creating a spot called “Experience Amazing” featuring Beethoven’s 5th Symphony … but with sweet, sweet twist.
Rather than simply putting a recording of Beethoven’s 5th underneath an array of exciting images, we hear Intel’s sonic tagline embedded PERFECTLY into the DNA of Beethoven’s symphony. Kawehi, a phenomenal electro-pop super-musician, remixed the universally known opening 4-note melody to be answered throughout by Intel’s 4-note theme. Not only is there a rhythmic relationship, but the ascending Intel melody completely changes the character of the piece. It turns into something like a musical Laurel and Hardy with Beethoven as the straight man and the Intel theme as the adorable, instigating counter-character tapping Beethoven four times on the shoulder and dipping out of sight.
Another noteworthy example of this trend is this mobile phone commercial from Japan which re-imagined Bach's Bach's Jesu, Joy of Man's Desiring. It is stunning:
What I would give for all commercials to be this crafty.