EMF

Andrea was telling me about this cheese commercial that uses EMF's song Unbelievable. i realize that she and i are now of the age where the songs of our junior high days are being butchered for marketing purposes. i mean, we're only 28, but that's not stopping Modern English's I Melt With You from being in a Burger King commercial or The Cutting Crew from being on the "oldies" station, for that matter.

wait, before i go any further, i emphasize that i hate puns...particularly unoriginal ones. especially in entertainment. if you have a creative team, they should be able to come up with with something better than what my crooked brain dribbles out. however, i like really clever ones, but those are few and far between. puns, on the whole, make me angry.

so, she's telling me about this commercial and they have, ever so cleverly, morphed "unbelievable" into "crumbelievable." Jesus Christ. it's wack, but say that shit outloud and it's hilarious. i'm still laughing about it. to know they did this, academically, is one thing. to sing the substituted word in with the original song is hysterical. "you're crumbelievable....OH!" the bad thing is that you have the guys' voice in your head, and the accompanying music going along to this revised and retarded version of a once cool song.

The things, you say
Your purple prose just gives you away
The things, you say
You're... crumbelievable? it just hurts your feelings a little bit.

we figured they must be really hard up for money to sell their shit off like that. Andrea thinks we should start a charity to send them money. i figure they're somewhere in England selling their plasma and semen to make rent.

then again, maybe it wasn't as hard to part with the song as we think. maybe, just maybe, after 15 years of hearing--and being asked to play-- this one, single, goddamn song, they sold it to this company for fucking peanuts, just to be rid of it.

"What the fuck was that/It's crumbelievable"