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What is up with all the new cheesey commercials (pun totally intended) using decades-old one-hit-wonders? Modern English’s “Melt With You” is not so cleverly being used by Ritz Crackers. I guess it’s been a while now, probably ’97 or so, when they used this same some for Burger King. It’s bad enough when music gets subverted this way, but it’s double annoying when more than one brand attaches their name to a tune, even if it’s eight years later (Currently, there’s a Geico ad where the gecko is made to do a robot dance and I don’t know what song is in the background, but it’s also used in a Revlon commercial). Maybe I’m just hypersensitive because this is the kind of request I’d get at work, making sure that a new ad doesn’t copy older ones. I'm sure my searches aren't exhaustive, but it's not that hard to avoid aping.

But the “Melt With You” inanity is nothing compared to EMF’s (does Kraft know what the acronym stands for?) “Unbelievable” morphing into “Crumbelievable” as a soundtrack to bouncing, tumbling Cheese Crumbles. I absolutely loathed that song when it was ubiquitous on the airwaves, so my reaction has nothing to do with nostalgia or an aversion to sellouts. Perhaps it has more to do with how my gender and age puts me in the mommy demographic who would presumably respond favorably to this ditty, and that makes me feel like hurling orange processed dairy chunks.

I can’t wait until they use “Who Let the Dogs Out” for Ballpark Franks. Um, they haven’t done that yet, have they?

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