The Nike Second Coming campaign interests me because it uses apocalyptic music from the Catholic liturgy to sell shoes. I'm interested in music (I like it) and in religion (I'm against it) and advertising (say hello to Big Brother).
If you're interested in this aspect of the commercial, or if you've actually purchased shoes because of this advertising, I'd appreciate you leaving a comment about why.
I post on a variety of subjects with lots of pictures plus some mp3s of my own music.. If you really like Juelz Santana's music you will think I come from another planet. Please listen to some of my stuff anyway. I invite you to stay and look around.
If all you want the real lyrics to the music, Anonymous has kindly posted them in the comments.]
[The original post begins here . . .]
It's an advertisement from a company known by a four-letter N word. (They sell shoes. I saw this on Fox while watching a cartoon show.)
The images are of 10 tall black men playing basketball inside a very large airplane hanger, cut against other shots of them walking out of the sunset (sunrise?) in a straight line, wearing all white, on a (military?) airbase runway with planes in the background. (I can visually recognize only Kobe Bryant. Is this his product-endorsement comeback? The only other name I recognize is LeBron James. No, I'm not a basketball fan.)
So far, it's a yawner for me. But the soundtrack made me perk right up. Someone is rapping over the Dies Irae, the Gregorian chant for dead people or the end of time or something, against a very heavy percussive back beat. Now that made me wonder what was going on here. (Read about Dies Irae on Wikipedia. Section 5 deals with the musical theme.)
The whole thing is entitled "The Second Coming." Watch it yourself, here. The website tagline is "The game is waiting. The future is now. And it belongs to you. Continue the legacy." Does this, I wonder, sell shoes or religion?
Are they selling basketball sneakers to young Catholics heading off to fight in Iraq? Are these particular athletes somehow leading George II's surge?
Rachmaninoff used the Dies Irae in his music quite a bit. (See this previous Mixed Meteristic post about the Iraq surge and Pasadena bumper stickers to understand that reference.)
Here's the "libretto" of The Second Coming (or is it some sort of sacred scripture or prayer?) (as near as I can figure it out):
They say the family that prays together, stays together.I'd appreciate if anyone who can identify the music or the singer would please leave a comment. (Addendum: Thanks to those who made comments for the help - it's Juelz Santana and Just Blaze. )
And one that balks apart just falls apart.
So, together we stand, divided we fall
United we form ? and take our ball
Lets move, yes. The birds left the nest,
I'm all grown up I've got a flower to rest. Uh-huh
The best of the best it what we strive to be.
A legacy is what we tryin' to leave.
(?) Let's say good bye to the past.
The future's here, at last, at last.
The second comin'. The new beginnin'.
The truth is speaking. you should listen, listen.
So glorious, victorious.
We take what we want. We're ? warriors.
Here an English translation of the first 3 verses of Dies Irae
1 Day of wrath and terror looming!Does Dies Irae have a chorus to go with all those verses?
Heaven and earth to ash consuming,
David's word and Sibyl's truth foredooming!
2 What horror must invade the mind,
when the approaching judge shall find,
and sift the deeds of all mankind.
3 The trumpet casts a wondrous sound,
through the tombs of all around,
making them the throne surround.
Here's one of my favorite MixMet posts about Iraq, television commercials, religions and virgins.
Postlude-addendum: Here's a press release with details of Nike's ad campaign - find out what they're really selling. Nike's ad agency is Wieden & Kennedy.
Another MM post, entitled Who Is Weiden-Kennedy Anyway?, about a different Nike television commercial they did which used religious-themed classical music to sell basketball shoes.
This little poem, straight out of Mordor, is from their website:
We specializeShoe Sale Tags: Nike. . . basketball. . . Iraq. . . surge. . . airbase. . . runway. . . airplane hanger. . . television commercial. . . advertising. . . Kobe Bryant. . . LeBron James. . . Dies Irae. . . rap music. . . back beat. . . The Second Coming. . .Juelz Santana. . .Just Blaze. . .Wieden & Kennedy. . .Rachmaninoff
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