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Jay Elect and Mt Dew

don_gigantedon_gigante 259 Posts
edited January 2011 in Strut Central
http://www.okayplayer.com/news/jay-electronica-mountain-dew-commercial.html

Jay gets the paper and the exposure, and Mt Dew gets a nod for puttin on, arguably, one of the better emcees in the game. Sprite did it back in the early 90s but that was when advertisers were afraid to touch hiphop for fear of alienating their core market base (see Charnas' Big Payback).......curious how others perceive this bit of commericialism.


thoughts?

  Comments

  • Jonny_PaycheckJonny_Paycheck 17,825 Posts
    Weak
  • WoimsahWoimsah 1,734 Posts
    I would like this much more if he was rocking a fez and bowling shoes. Mountain Dew did not get their money's worth.
  • Jonny_PaycheckJonny_Paycheck 17,825 Posts
    Who is giving a "nod" to mountain dew? I'm not sure who they're marketing to, but perhaps that says more about Jay Enigma than it does about Dew.

    As a commercial, it was pretty much the opposite of the Sprite ads - it took a guy without a real track record or defined audience and put him in a cheesy, gaudy set. Contrast to:



  • MjukisMjukis 1,675 Posts
    It's no Mobb Deep "Hit 'em from the back" Sprite 12", that's for sure.
  • HollafameHollafame 844 Posts
    None of that shit holds a candle to the St. Ides radio spots.
  • don_gigantedon_gigante 259 Posts
    some may see this ad as an endorsement of a 'real' hiphop artist. Mt Dew is putting money in the mans pocket and giving him the spotlight. They couldve put on Soulja boy, or some other flash in the pan gimmicky-artist...but their endorsement of an emcee that has yet to put out a full length LP strikes as me as interesting...granted, hes signed to the Roc, but in all seriousness, who, other than die hard hiphop fans, is gonna know who he is?

    I dont see this as a blatant sell out as some may proclaim (although I can hear Bill Hicks phrase, "once an artist does a commercial, his/her credibility is out the door")...just find this trend of putting so-called underground artists/tastemakers in commercials to be an interesting phenomenon.
  • pcmrpcmr 5,591 Posts
    pretty terrible look
    this is not busta rhymes' cartoon Mt Dew
    they tried to make a serious artist thing but unlike the diplo ad the product has nothing to do with the man's work
    he loses a lot of points as this shit is mad corny
    where was the 600ml botlle of green fizz when you were in your peruvian shrine praying or getting facepainted in shri lanka
  • don_gigantedon_gigante 259 Posts
    pcmr said:
    pretty terrible look
    t
    where was the 600ml botlle of green fizz when you were in your peruvian shrine praying or getting facepainted in shri lanka

    and this too...his lyrics suggest a high degree of spirituality/consciousness...Mt Dew aint exactly the golden elixir.
  • bassiebassie 11,710 Posts
    don_gigante said:
    pcmr said:
    pretty terrible look
    t
    where was the 600ml botlle of green fizz when you were in your peruvian shrine praying or getting facepainted in shri lanka

    and this too...his lyrics suggest a high degree of spirituality/consciousness...Mt Dew aint exactly the golden elixir.

    orly?
    which level of consciousness or strain of spirituality includes a portion of almost every show dedicated to choking women during sex?
  • don_gigantedon_gigante 259 Posts
    bassie said:
    don_gigante said:
    pcmr said:
    pretty terrible look
    t
    where was the 600ml botlle of green fizz when you were in your peruvian shrine praying or getting facepainted in shri lanka

    and this too...his lyrics suggest a high degree of spirituality/consciousness...Mt Dew aint exactly the golden elixir.

    orly?
    which level of consciousness or strain of spirituality includes a portion of almost every show dedicated to choking women during sex?

    forgive me, Im basing my words upon his 'Exhibit C' and that track he did with Nneka...havent heard much else from him other than those two tracks, so really cant comment on that.
  • pcmrpcmr 5,591 Posts
    choking women sickens me
    however what are you referring to? show?
  • pcmrpcmr 5,591 Posts
    wow to settle a bet
    http://crunkfeministcollective.wordpress.com/2010/12/07/why-jay-electronica-can-go-choke-on-his-own-words/
    the crowd reaction is even more puzzling
  • pcmrpcmr 5,591 Posts
    i've come to the conclusion that JayElec should choke on some mountain dew during a mountain expedition towards enlightenement on the tantric principles of air depravation and then his DJ should get on the radio and yell ''Code Red''
    b/w
    i wonder what badu thinks of these interludes
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