Watch: This Beethoven Remix Ad by Intel Blows Our Minds

Tuesday, October 04, 2016 - 10:42 AM

Intel's "Experience Amazing" ad uses a remixed Beethoven's 5th Symphony (YouTube)

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.

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Comments [7]

David from 08904

I haven't watched these and won't. I'm sure they are "clever," but I just can't imagine Beethoven and Bach being pleased that their music has been used to sell microchips and telephones....

Oct. 09 2016 05:03 PM
Michael Blackmore from Toronto

In this world of "care-a-less" chatter on mobile devices, people glued to needless texting, hooligan, inter-racial divisiveness, and now "blow hole"/ dye-haired faux-politicians …..ISN'T IT AT LEAST HEART-WARMING AND UPLIFTING to see and hear the magical way classical music REMAINS AN INSPIRATION.
These are truly divine and use modern technology and ingenious yet simple inspirations to visit what will remain, forever…..classical music.
BRILLIANT.

Oct. 07 2016 07:02 PM
M.Bell from Wisconsin

INTEL was too fast and kind of scary - the BACH was astonishing and perfect!

Oct. 06 2016 07:12 PM
Tzadik from Greenwich CT

I am pleasantly surprised; knowing the Intel ad 'tagline' I was expecting something quite tacky, but instead it's
well done, almost clever. I only wish that incorporating classical music into ads, commercials, into pop culture in general had a lasting effect, inspiring viewers/audiences to explore the realm of timeless, high-art music. I wish it could serve as a spring board to curiosity but this isn't typically the case regrettably. But, bravo to any co's who choose to do this, even if it's simply marketing with more of a tasteful angle.

I recall when Volvo used Vaughan William's "The Lark Ascending" a few years back - that was a glorious surprise - and if the brief excerpt motivated even 1 person to inquire/seek out what the music was that Volvo used - it makes it worth it!

Oct. 05 2016 12:03 PM
Norma J F Harrison from Berkeley, Ca., U.S.A.

I can't disagree with you MORE!!! I can't begin to TELL you how very ugly the INTEL one is - and how exasperating the touch wood one is - So much ability routed through ugly devices - The INTEL one in such irritating ways...

Oct. 05 2016 01:02 AM
E.L. Yu from NYC

Here's the URL for the making of that commercial from Japan: The marimba/xylophone was painstakingly engineered and then assembled under the leadership of Kenjiro Matsuo.

Oct. 04 2016 07:22 PM
luciano tanto from argentina

...pugh!

Oct. 04 2016 06:58 PM

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