Funny, I just saw this in the morning and was thinking how stupid it was. The EMF song, despite how bad, is not the issue in my eyes. It's the blatant laziness of the ad executive...the ad sounds like it came out of a kindergarten class brainstorming session. Even so, the apparent stupidity of the whole thing has actually given the product attention and accomplished its goal.

"Unbelievable" by EMF is so played out in advertising, media and popular culture that, as far as copyright law goes, it's practically in the public domain. Kraft is OK!

Best use of pop music in a commerical ever!

How else are you supposed to market a totally unnecessary value added product? I don't know which is funnier: the horribly produced song rip off or the cheese bits!!!! YUM!!! Even mom is tossing them back!!!

Apparently you didn't have much to choose from today.

(It's crumbelievable I'm even validating that commercial with a comment.)

much as I still occasionally use the word "Speckletacular"...and how Snausages is my officially favorite word.

C'mon, people! ANYBODY can just FIND a word in the dictionary -- it takes cojones to make 'em up.

The whole point of advertising is to be memorable. Not clever, not even entertaining, unless it's in the service of the product. Unless you can remember what product the ad was for afterwards, it's money wasted by people trying to prove they're above their own profession.

You know what the job of that ad was? To make you aware of the concept of cheese crumbles as opposed to any other cheese format. Then its job was to beat it into your head without regard for aesthetics or "cleverness" and you know what? It's there.

That's good advertising, my friend.

There are some commercials-both on TV and radio-that I not only don't like, I truly can't stand to listen to/watch after the first time. This is one of them. I have occasionally devoted some thought to trying to determine if these ads have some commonality, but I don't think they do. In this case, is it the song? I'm not sure.

This doesn't strike me as some stand-out extraordinary example of extremely bad advertising. It's just a typical lame commercial, using a typical played-out pop song. Lots of commercials suck, big surprise.

Since there doesn't seem to be any political or social commentary reason for posting this blandly typical ad, all I can figure is it's just Kraft finding clever ways to get their ad seen in more venues. Hell, I chose to click on this ad and watch it, while if it were on my TiVo, I woulda just skipped right over it.

And since advertising is clearly fair game in Video Dog, allow me to share these advertisements from The Ministry of Unknown Science (tmous.com)

Falipornia Speak Therapy

http://tmous.com/media/MOUS_falipornia.html

Mane Man

http://tmous.com/media/MOUS_mane-man.html

There are other great videos on tmous.com as well.

--Dak

(posting anonymously because I'm on my wife's account)

Major advertiser rip-offs a pop song in a stupid commercial? This is news?

This ad is too awful to put into words.

I guess what really shocks me is how many other readers found nothing wrong with this ad!

Crumbelievable?!?

WHAT?!?

Its.

just.

stupid.

Even though one of the posters on this site says that it's "good advertising" - it's not.

It might be good if it had realized the absurdity of the word "crumbelievable" and did the ad

tongue-in-cheek.

But they didn't.

They did it as a straight "edgy-but-not-too-edgy-so-you-don't-offend-anyone" typical crappy ad, and with a HORRIBLE song. This goes up there with the terrible "Swiffer/Whip It" debacle.

Some might think this ad is "brilliant", but tell me what you think of this ad in about 6 months when you have heard this "crumby" song about 3,000 times.

This is like a joke we would toss out in a creative brainstorm meeting. The lamest commercial ever!

What's next "It's a Crumbleful Life"?

So, an ad for a product I'm not interested in uses an old and bland pop song? As if that hasn't been done before? And it's not nearly as irritating as when the advertiser totally misses the point of the song ... like when Kansas' fatalistic "Dust in the Wind" was used to advertised some kind of car (I rarely remember just what specific product is being hyped in these kinds of ads) and the line "all we are is dust in the wind" was oh-so-cleverly changed to "all THEY are ..." so we wouldn't think about death being the final destinaton of every living thing. Annoying, yes. But no biggie in the grand scheme of things.

Besides, if you're really looking for annoyance (and who isn't!), I recommend that fast-food commercial (MacDonalds?) where the teenagers parked in a car try to outdo themselves in coming up with studpid ways to pronounce chicken. Hungy, anyone? I didn't think so.

the only thing I find "offensive" about the commercial is that it gives whoever wrote that lame song another revenue stream. Otherwise, it's probably a better use of the song than the original recording.

Evil, vile, horrible commercial. Makes me want to buy anything BUT Kraft products.

In a country where, according to recent polls, large numbers of people believe that the sun revolves around the earth, that dinosaurs coexisted with man, and that the earth was created in October of 4004, I supposed I shouldn't be surprised to see Coke's latest ad, with the polar bear cub making friends with the penguin chick.

Anyone else have a problem with that?