One of the most soulful songs in contemporary music history has been adopted for a so-so car ad I’m sad to say. The song of course is Otis Redding’s Dock of the Bay and for some inexplicable reason Renault’s advertising agency have used it as the sound track to the TV ad for their new Laguna model. It’s a hauntingly poignant piece of music delivered by one of the all time great soul singers but, that apart, I just cannot see the relevance of the song to the car or the marketing message. This goes something like some people pick a car for it’s safety features, or its looks, or its performance etc but the Laguna has them all. Umm if you say so Renault. But how this relates to a guy passing time just watching ships coming in and out of port escapes me. Am I missing something? Sorry not a bad ad but a complete mis-match with the music. 5 out of 10.
otis will be turning in his grave