The Postal Service is supposedly unhappy with Apple and the directing duo that created both the group’s music video for their song “Such Great Heights” and Apple’s new Intel televison advertisement:
It has recently come to our attention that Apple Computers’ new television commercial for the Intel chip features a shot-for-shot recreation of our video for ‘Such Great Heights’ made by the same filmmakers responsible for the original. We did not approve this commercialization and are extremely disappointed with both parties that this was executed without our consultation or consent. -Ben Gibbard, The Postal Service
http://www.postalservicemusic.net/
[Apple’s new Intel ad looks similar to The Postal Service’s music video because both were both made by the directing duo of Josh Melnick and Xander Charity, whose working name is Josh & Xander. See related article linked below.]
Yeah, right, Gibbard is “extremely disappointed” while he’s loving life drowning in free publicity. The fact is, Apple’s Intel ad is by far the best thing that ever happened to The Postal Service. More people have heard of The Postal Service and at least one of their songs since this story broke a few days ago than all the people that ever heard them – or heard of them – before the debut of Apple’s Intel ad.
The “extremely disappointed” comment by Gibbard is most probably a smart ploy designed to generate another spate of articles, including this one, and a few more days of free publicity for The Postal Service. The usual next step is for somebody’s lawyer to send out a press release stating that their client is “considering a lawsuit” against somebody else over this “controversy.” That “story” will run in all of the usual places and likely here, too. Nothing will ever go to court and then the whole thing will die out, but by then many more people will know “The Postal Service” for making music and videos instead of mistaking them for letter carriers. Mission accomplished.
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Related articles:
Apple offers The Postal Service’s ‘Such Great Heights’ music video via iTunes Music Store – January 19, 2006
Meet the directing duo behind both Apple’s ‘Intel’ ad and The Postal Service’s music video – January 17, 2006
Apple’s ‘Intel’ ad strikingly similar to ‘Such Great Heights’ music video – January 17, 2006
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