The latest indie rocker to be plucked out of relative obscurity to soundtrack an Apple commercial is Brendan Benson, whose “What I’m Looking For” can be heard in a spot for the iPod Touch that debuted last Wednesday during American Idol. The effect of these ads on a song’s popularity is well-documented, having most recently made an overnight chart star out of Yael Naïm. But it’s unlikely to have as much of an impact on the more established Benson.
That’s partly because the song in question comes from Benson’s album The Alternative To Love, which was released nearly three years ago. The Detroit singer-songwriter is no stranger to TV ad money, having already placed several songs in national spots (“Tiny Spark” for Saturn, “Cold Hands (Warm Heart)” for Ford, and even “What I’m Looking For” already once before for Sears). Nearly a week after the iPod ad started running, the song is nowhere to be found on the iTunes Store’s Top 100 chart. But given that Benson’s previous biggest claims to fame include filling more cutout bins with his major-label debut, 1996′s excellent One Mississippi, than Carly Hennessy has–not to mention playing in a band with Jack White that even most White Stripes fans seem to hate–I’m happy to see a little extra exposure for “Looking,” which was my favorite song off Alternative.
Brendan Benson – What I’m Looking For [YouTube]
Any exposure for Brendan Benson is good exposure, even the Raconteurs. Dude’s all aces in my book.
@tigerpop: I second that. One Mississippi is one of the best things you could ever pick up in a bargain bin (also see: The Grays – Ro Sham Bo).
@tigerpop: Agreeed!
i’ve always thought benson’s songs were tailor made for “hip” commercials.
@Thierry: you’re right about one mississippi. and i’d sell my mom down the river to see jason faulkner perform.
@Thierry: yeah, that grays album is terrific. i wonder if a ‘best dollar bin
finds’ thread isn’t overdue…
@Thierry: THE GRAYS = YES.
Coincidentally, I wrote a piece a few weeks back about some of my favorite cutout bin finds (the Grays, the Interpreters, the Unband, the Ex-Idols). If I could only get a permalink from our web guy I’d post it here.
@silkyjumbo: Having seen Falkner perform a couple of times in recent years (the organizer of Toronto’s NXNE is a friend of his), I don’t think you’d be overpaying by much. A couple of years ago, he played a 40-minute solo set that included a Freddie Mercury impersonation, a riff from Rush’s “Spirit of the Radio”, a cover of the Kinks’ “Wicked Annabella” and Jellyfish’s “The Man I Used to Be”!
“Holiday”, from that show:
+ Watch video
And to bring it back to Benson, I sometimes wish he and Jason patched up their (reported) differences, since Falkner definitely helped him produce his finest work.
I squealed a little when I first saw the Benson commercial last week. I third and fourth the premise of him getting more exposure and I think the use of the song with the product is kind of cute.
I remember liking the first Touch commercial with the CSS song, too. However, I think I read that the commercial did nothing to boost the band’s sales. But the Benson is far more catchy and might appeal more.
Awe, I love Benson. Lapalco is my fav of his. Haven’t seen this commercial yet, but hopefully it will catch on. It does seem a little ill-timed, with a new Raconteurs album in the works. Hmm…
@Thierry: I was at that show too! I’d always just assumed I’d never get to see him play, so it was pretty incredible all around.
This is definitely my favourite song from The Alternative To Love, but I haven’t really been into any of his other songs since Lapalco.
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That simulation gave me a headache. I’m thinking on fallout computers right now, prewar. Funny, still interesting.