WEDNESDAY, OCTOBER 09, 2013 |
Posted by: Matt Howard
From teen blogs to the New York Times, throughout the past two months everyone's been ravenously devouring New Zealand teen pop star Lorde's debut album Pure Heroine. Her hit single "Royals" is yet to be dethroned from its seat atop the Billboard Hot 100, where it has basked for two, solid weeks. So it comes as no surprise to be hearing it featured in Samsung's elaborate short-film promotion to peddle their newest screen. In this particular case, they're pushing the Samsung GALAXY Note 3.
The campaign, called "The Developer", also features Argentine football (soccer) superstar Lionel Messi, who portrays a debonair gent covered in neat gadgetry. Lorde's "Royals" is not the original recording of the song, however, it is instead performed Newsie-style by a small army of tenement lost boys who watch as their abandoned city of a playground is demolished by the tech-toting footballer. It's undeniably a neat approach to advertising, but there are a few plot holes that deserve addressing.
Watch the ad:
The creative minds behind the ad have totally misinterpreted the lyrical meaning of Lorde's "Royals". We're certain they read deeply into the lines where she sings about impoverished life like, "I've never seen a diamond in the flesh," as well as, "I'm not proud of my address." But we suspect they interpreted this as a longing for fortune, when Lorde clearly contradicts this by expressing the age-old "Money Can't Buy Me Love" philosophy in lines like, "That kind of luxe just ain't for us / We crave a different kind of buzz," and, "We don't care, we aren't caught up in your love affair."
It's also possible that Samsung was completely cognizant of this, and they used it to their advantage. The kids in "The Developer" romp about their uninhabited play place as Messi (The Developer) wanders about plotting its demo. In the end, the mini-city is torn to bits and the gang is devastated...that is just until they realize the suave bastard built them their very own soccer field in its place! Who are we all kidding? Money and material is the golden key to all of our hearts, or at least that's what Samsung's trying to convince us. And after seeing the extensive theatrics and the total disregard and/or perversion of Lorde's song's meaning, we imagine she is, in fact, living that fantasy.