When I was at Ogilvy we pitched and won the Jaguar account with a beautiful campaign featuring Etta James’ immortal torch song, “At Last.”
The lyrics were tailor made for a brand that, at the time, peopled admired and aspired to someday own. The campaign ran for several years and, along with some new product, helped to revitalize the storied marque. (There was an anecdote of a priest alluding to our campaign in his sermon and using the lyrics to draw an analogy about finding salvation in our lives. How’s that for branded content?!)
However, yesterday I saw a spot for Hoover using Etta’s song (sorry Beyonce, it will always be Etta’s tune). I was crushed. It ruined my fond recollections of that campaign. How it fits a vacuum cleaner, I don’t know. And whether or not Hoover’s version finds its way into a Sunday sermon remains to be seen.