Change The Music, Change The Meaning

Product Shop NYC: Spike Jonze produced one of the best Nike commercials ever, so it’s no surprise that the GAP wanted him to direct a commercial for them. His GAP commercial, titled “Pardon Our Dust”, which is promoting a massive remodeling of GAP stores, is scored with Edvard Grieg’s revolutionary masterpiece “Peer Gynt Suite”.

While the executives were okay with the concept of customers and employees demolishing a store (and who hasn’t wanted to trash a GAP store), they opted to not use “Peer Gynt Suite” and instead opted for some boring piece-of-shit twangy-pop song. The entire atmosphere and attitude of the video is changed because of the altered music. All of a sudden, the commercial seems kind of tame and ironic and comical, rather than angry and brilliant.