Rock Abuse, Part 1,703

August 9th, 2008 • Life, Music

Transpires that a UK Top 40 hit was the launch of a gum ad campaign. Says the Beeb:

But in studying the words of all the hits, I failed to spot the significance of the chorus to Brown’s number. “Double your pleasure/double your fun”, he sings - a line I should have twigged was from the Doublemint gum jingle used since 1960.

Now Wrigley’s have come clean. In a press release they reveal how the song is an extended version of a new jingle for their product.

“The summer release of Brown’s smash hit, Forever, which featured the unmistakable Doublemint gum jingle lyrics, kicked-off the creative partnership between Brown and Doublemint gum”, the company announced.

“Wrigley consulted with Translation Advertising (NY) to conceptualize and identify the artists behind the jingle remakes.”

‘Conceptualize and indentify’? Reassuring to someone is still holding the flame of face-melting rock rebellion aloft.

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