Proposal: Indie-rock musicians, the new rockstars, are being paid for putting their music into commercials not only monetarily, but also in units of irony. Following “The New Slang” being used in a McD’s commercial (graciously pointed out to me by Ben Segal), we now have m83 in a car commercial.
This leads me to believe that the ad agency handling Pontiac’s ads have a better sense of humor than one could have expected. Or, Pontiac themselves have a better sense of humor. Either way, someone has a sense of humor, and m83 is most certainly in on the joke: “Yes, I’m selling my music for a commercial, but I’m also subtly undermining the commercial. Or making cars seem cooler by allowing a song about melting wheels and brains in your hair into a car commercial. Either way, I am being quite clever.”
There is some sort of subtle and only partially apparent machine at work here.
Lastly: the video for the m83 song is incredibly charming. In a noteworthy turn, it features a bicycle. And ghosts. “A ghost is screaming your name.” New GI theme song? This would be my humble submission.