Branding Suicide

Little bit of a play on words, but I was thinking of a recent Visa campaign that included one of my favorite rock bands The Smashing Pumpkins. In it they used the song “Today” a sardonic take on life that is often misread as an uplifting song.

It’s interesting to see this take alongside a credit card which is something people often feel a lot of anxiety about. Please note I’m using videos on YouTube which may be subject to take-down notices, if they do not play please respond so I can adjust the post accordingly.

Commercial in Question

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Sorry this video is so quiet but utilizing YouTube doesn’t always yield the best results.

Billy Corgan (song-writer) Explains the Song Today

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The point at which he begins to explain the thought process behind the song is 2 minutes in.

Open Questions
I’m curious if the person who green-lit the commercial knew it was about contemplating suicide? If so would they have gone through with licensing the song and putting this out on nation-wide TV? Was this commercial just an attempt to cash in on the alt-rock and nostalgia of the 90’s?

Conclusion
I must admit I love the song. I’ve also been guilty of finding it to be somewhat uplifting even knowing the true meaning of it. If my butt had been on the line though, I’d not have put this out especially given it’s an industry that does have its dark side (people who get overwhelmed by credit cards).

Remember it’s super critical for your brand to make sure you’re aware of who you are partnering with. If you’re licensing anything like music or art make sure you understand the motivation behind said piece of work.