While I adored David Ryan Harris’ tribute, this one I’m a little skeptical on.
I’ll Be There, State Farm Commercial
Watching TV last night, this commercial came on and I immediately thought about the inappropriateness of State Farm resurrecting this ad. The description of the video says:
Since this ad first aired May 20, the songs lyrics have helped make a strong emotional connection with people. This Jackson Five song is just one example of Michael Jacksons impact and legacy as a pop culture icon. Our condolences to the Michael Jackson family and fans.
That’s convenient, but I don’t recall seeing this ad more that once or twice in the last month or so, so I don’t think it was as compelling as State Farm likes to make out. Nothing had made them look good in recent months where they have increased the hurricane deductibles to 5% of total coverage and have flat out stopped coverage for some areas.
But I digress…
I could be totally off base, but I think that this is using the hype of this superstar’s death to hawk your product. The commercial did not have a “tribute” to MJ attached or a condolence, it simply was a commercial using a highly identifiable Michael Jackson/Jackson 5 song to get the viewers attention. All about taking advantage of the moment, ignoring the respect and dignity of the person. Unfortunately, it’s the dark side of legacy.