What Is The Song In The Michelin 'Innovation' Commercial?
Commercials have always relied on popular music to entice viewers. From Cheetos partnering with Bad Bunny to Applebee's linking up with Zac Brown Band, advertisers know the way to the public's heart is through their love of music ... or, at the very least, through catchy, semi-recognizable songs.
Think about how many times you've thought, "Oh, I know this one!" when a commercial comes on, only to be stuck pondering what exactly the catchy tune now whirling around your brain is called. Before you know it, both the song and the commercial are stuck in your head. So it goes with Michelin's latest "Innovation" commercial, which features an elusive earworm that has many viewers stumped.
The multinational tire company's advertisement showcases their product being driven around the world. The flashy footage is paired with a song that's ever-so-recognizable, yet diabolically hard to place. What is that upbeat electronic song pulsating throughout the commercial? We've got the answer.
An '00s hit that just keeps hitting
Did you guess "Galvanize" by the Chemical Brothers? Then you're right! While the six-time Grammy-winning English electronic music duo is hardly a one-hit-wonder, they're a little too niche for immediate household recognition. However, this 2004 track was the band's highest-charting single, and its infectious beats are guaranteed to stick with listeners, even if they've only heard it once.
Featuring acclaimed rapper Q-Tip, a founding member of A Tribe Called Quest, the Chemical Brothers' "Galvanize" was a dance club success in the '00s. The Chemical Brothers did much to popularize the "big beat" genre from the 1990s to the early 2000s, and remain electronic icons to this day.
So, what does "galvanize" even mean? According to Merriam-Webster, the verb means "to stimulate or excite as if by an electric shock." Perhaps Michelin was hoping to capture viewers' attention with the nostalgia of an old club hit and harness some of its electrifying energy to encourage sales.