See Nirvana’s ‘All Apologies’ Transformed into a Lullaby for Super Bowl Ad
Since Nirvana's demise, it's been interesting to see where and how their music has been used in popular culture. Last night's Super Bowl saw a very unexpected appearance of their music, when the band's 1993 single "All Apologies" was used in a T-Mobile commercial, in the form of an instrumental lullaby.
The commercial centers around a roving camera shot over a bunch of happy and smiling babies, while a voice over delivers a monologue. "Welcome to the world, little ones. It's a lot to take in, but you come in with open minds and the instinct we are equal," the voice says. The rest of the commercial delivers a pro-equality message, "You'll love who you want, you'll demand fair and equal pay, and you'll not allow where you come from to dictate where you're going."
As far as commercials go, it seems pretty on-point with a lot of Cobain's beliefs. But the message being co-opted by a telecom company for the purpose of appearing "woke" to potential consumers and getting them to sign up for a phone? We can only speculate how he'd feel.
Rock music definitely showed up in the Super Bowl ads, including Shaun White's Olympic comeback set to Black Sabbath's "Iron Man," and Steven Tyler tore up the road in a Kia ad. It's a nice reprieve from the pop halftime show of Justin Timberlake.
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