Poems in Ads

[bluevictim]

I really enjoyed a Nike ad I saw during the Olympics featuring Langston Hughes' "A Dream Deferred" (youtube is great). I thought it was a pretty original and effective take on that famous poem. Did anyone else catch this ad?

Anyways, I thought I'd start a thread to see if anyone else has seen ads featuring a good use of poetry.

[stlukesguild]

I probably have seen such in the past... but considering that I currently almost never watch TV I'd be hard-pressed to think of any examples.

[JBI]

I feel sorry for Langston Hughes' memory, and the bastardization of his verse. I highly doubt he would have supported the idea of the poem being used in a commercial of this sort, but I guess all we can do is laugh.

[bluevictim]

Here are some more. Walt Whitman selling Levi's Jeans.
America
Pioneers! O Pioneers!

[Haunted]

I feel sorry for Langston Hughes' memory, and the bastardization of his verse. I highly doubt he would have supported the idea of the poem being used in a commercial of this sort, but I guess all we can do is laugh.

To use anything they don't own in an advertisement, companies have to buy rights for usage, which means the Langston Hughes people sold Nike the rights. So it's an all-out approval. And why not, Nike sell products that inspire. The Langston Hughes people might even have seen Nike's storyboards before giving them rights to use it.

[OrphanPip]

Here are some more. Walt Whitman selling Levi's Jeans.
America
Pioneers! O Pioneers!

Whitman would probably approve of all the shirtless men.

[Lokasenna]

I remember there was a long-running series of adverts for Centre Parcs, which featured W. H. Davies' Leisure. Regardless of its objectivity, it made it one of the most popular poems among Britons, when polled on such, for a fair old while...

[prendrelemick]

I was going to mention that one Loki. There was another one that featured Kipling's "If", but I cant remember what it was for. Also I remember Betjeman's Night Train, advertising the Post Office.

If we are mentioning Jingles,-

Do the shake and Vac
And put the freshness back.
Do the shake and vac
And put the freshness back.

Is probably the zenith of that particular art form. http://www.youtube.com/watch?v=I8CTscW3dpI

[JBI]

To use anything they don't own in an advertisement, companies have to buy rights for usage, which means the Langston Hughes people sold Nike the rights. So it's an all-out approval. And why not, Nike sell products that inspire. The Langston Hughes people might even have seen Nike's storyboards before giving them rights to use it.

Oh, his family might like the cash, but to be honest, it's kind of a cheap rip off that is depressing. The political aspects of the poem have completely been sold out, to the point where its meaning has been compromised, and what Hughes stood for, abandoned and sold out.

[Haunted]

Oh, his family might like the cash, but to be honest, it's kind of a cheap rip off that is depressing. The political aspects of the poem have completely been sold out, to the point where its meaning has been compromised, and what Hughes stood for, abandoned and sold out.

It's not about cash — they don't really get that much money for it. Even lifetime unlimited usage doesn't fetch that much. And that's not enough to feed the family.

It benefits poets themselves that their poetry — and literary works as a whole — finds its way into mainstream media. Poetry that's read only within a closed pompous literary circuit is sterile and out of touch. It's only when it's appreciated by everyone that literary works becomes truly relevant.

There had been a campaign in NYC subway called Poetry in Motion that featured works of unknown poets. It brings exposure for poets trying to make a name for themselves. I'm 100% certain every time there's a call for submission for campaigns that will be seen by millions, including advertising, people would jump at the opportunity. Even established poets could very well be pleased that they can share their works with the rest of the world.

Ads that feature poetry are mostly very well done. This kind of advertising usually has an inspirational component to them, and that is a very beautiful thing for both poets and viewers.

[kasie]

I was going to mention that one Loki. There was another one that featured Kipling's "If", but I cant remember what it was for. Also I remember Betjeman's Night Train, advertising the Post Office....

Umm, wasn't it Auden ('This is the Night Mail, crossing the border...')? That, strictly speaking, wasn't an advert but a cinema documentary about the Post Office.

[JBI]

It's not about cash — they don't really get that much money for it. Even lifetime unlimited usage doesn't fetch that much. And that's not enough to feed the family.

It benefits poets themselves that their poetry — and literary works as a whole — finds its way into mainstream media. Poetry that's read only within a closed pompous literary circuit is sterile and out of touch. It's only when it's appreciated by everyone that literary works becomes truly relevant.

There had been a campaign in NYC subway called Poetry in Motion that featured works of unknown poets. It brings exposure for poets trying to make a name for themselves. I'm 100% certain every time there's a call for submission for campaigns that will be seen by millions, including advertising, people would jump at the opportunity. Even established poets could very well be pleased that they can share their works with the rest of the world.

Ads that feature poetry are mostly very well done. This kind of advertising usually has an inspirational component to them, and that is a very beautiful thing for both poets and viewers.

They probably paid a decent sum, considering the Hughes estate benefits quite well from a continuous popularity - think about it, he is in all the major anthologies, and therefore collections commissions for each - including the Norton, or all of those "best of American literature/poetry" anthologies.

But in those contexts, he is himself as poet - here he is a Nike spokesperson, rather than a writer coming out of a political context with a notably political stance - the actual meaning of the poem, and what it represents, as an act of expression, is given over to represent merely a commercial sports ambition, which, quite simply, is depressing.

[Paulclem]

I was going to mention that one Loki. There was another one that featured Kipling's "If", but I cant remember what it was for. Also I remember Betjeman's Night Train, advertising the Post Office.

If we are mentioning Jingles,-

Do the shake and Vac
And put the freshness back.
Do the shake and vac
And put the freshness back.

Is probably the zenith of that particular art form. http://www.youtube.com/watch?v=I8CTscW3dpI

One of those tunes that went round in your head, or worse that you found yourself humming on the bus...

[Haunted]

They probably paid a decent sum, considering the Hughes estate benefits quite well from a continuous popularity - think about it, he is in all the major anthologies, and therefore collections commissions for each - including the Norton, or all of those "best of American literature/poetry" anthologies.

Literary scholars live in their ivory tower but that sense of elitism is confined to academia. Sad but true, being in the most prestigious anthologies doesn't mean all that much to the outside world. Most people like the idea of poetry but don't read it. So even if the work is deemed litarary best, it doen't carry much monetary value. The decent sum of royalties is simply not there. Don't forget, the agent takes a big bite and there's really very little left for the poets.

Advertisers are smart. But professional copywriters are smarter. Advertisers use literary works to add a flair of high culture to their advertising. But if it goes over their budget, they would just walk down the hallway to the copywriters who can write something just as good if not better.

But in those contexts, he is himself as poet - here he is a Nike spokesperson, rather than a writer coming out of a political context with a notably political stance - the actual meaning of the poem, and what it represents, as an act of expression, is given over to represent merely a commercial sports ambition, which, quite simply, is depressing.

As soon as the work is associated with Nike, the name Nike becomes a concept with political significance. When you are wearing their shoes, you are taking a stance. By choosing Nike you are now part of something revolutionary and great.

The visibility that Nike gives to the poet is priceless: it adds credibility to the work — finally it has real life relevance and true importance. The relationship between the poet and Nike is totally symbiotic and mutually beneficial.