When this Lotto commercial hit the internet the other day it was blogged rabidly on music sites—places where no other Lotto commercials had gone before. That wasn’t because it’s beautifully directed by celebrated videomaker Patrick Daughters, nor because it was choreographed by Michael Rooney of “It’s Oh So Quiet” video fame. It wasn’t even because music sites are wallowing in poverty and they’re trying their luck at that Washington State Powerball scrilla. It was because Grizzly Bear supposedly debuted a brand new song through it, potentially making Lotto commercials the new hot spot for releasing music, up there with Gossip Girl and TouchTunes. Chuck Bass be damned! But we found it all a little fishy, so we reached out to someone in the band, fully aware that if the Grizz dudes were going to debut new material, they’d probably do it via traditional media, such as “their own website.” Our hunch was right: we can attest that this was made last year, hot off the heels of their Daughters-directed masterpiece “Two Weeks,” and the track is not a full song, but some sketches they had lying around and gave to dude as a solid for the commercial. True, the commercial is the first time people have heard the track, but Grizzly Bear did not drop new music VIA this thing.
Lotto Commercials Are Not the New TRL
POSTED April 29, 2010 7:19AM IN THE TRIPWIRE