Quite frankly, I haven't seen as fervent of a reaction to a song in a commercial as I have with Saul Williams' "List of Demands," which is featured in Nike's new "My Better is Better Than Your Better" campaign. Many of the uninitiated have been captivated by the song (our own Ryan Wilson's now a Williams convert, along with a few other anonymous members of the FanHouse Illuminati).But I, a Williams fan who's seen him speak and perform live, had a different reaction. After the excitement of hearing another favorite song in a commercial died down, I had to ask myself why "List of Demands" in particular was chosen.
Its sound is immediately striking, brimming with infectious energy, and full of raw emotion and conviction. It sounds like a man with something to prove. In that sense, the mood fits the commercial well. But the lyrics are about a topic having nothing to do with ... well, anything the commercial is about. The song is about reparations.
Nike is an edgy company, and their marketing campaigns have been anything but safe lately, but it strikes me as odd that they allowed a song with violent overtones on a controversial subject to represent their company, especially with the increasing violence associated with NFL players and the league's intent to change that image. Williams sings "call the police, I'm strapped to the teeth," "protect your neck, 'cause I'm breaking out of my noose," and "I ball my fist and you're gonna know where I stand," among other lyrics.
But most of the commercial is filled with the song's first verse, which is a less specific rallying cry, and in that sense the song works well. Williams sings about having no fear and taking a stand, which can be taken out of context to describe the ferocity and dedication great athletes display. On a cursory listen you wouldn't give it a second thought.
Still, I love the song, and any chance I get to hear it. And its use has obviously been a success for both Nike and Williams, who has existed in relative obscurity. I just wonder if Nike really considered the song, or if they gave director Stacy Walls free reign on the concept.
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Reader Comments ( Page 1 of 1)
1. same reason they use iggy pop's lust for life to sell cruises (which makes me what to stab myself with a sharp object)... because no one listens to/cares about the lyrics.
Posted at 8:33PM on Mar 12th 2008 by cian
2. You have to keep in mind now that hes a labelless artist, hes the one who has to sign off on this, perhaps he enjoys L.T. and Purple Jeezy that much?
And its pretty cool to see the fanhouse gang at least has grand music taste, even if youre a bunch of skinny talentless statgeeks :P
Posted at 8:51PM on Mar 12th 2008 by claytor
3. After the Matt Scott Nike commercial...all other commercials are worthless.
Posted at 12:12AM on Mar 13th 2008 by petejayhawk
4. @ Claytor: Skinny?
Posted at 12:53AM on Mar 13th 2008 by JCN
5. lol, yes, jon.
it was a take on that hilarious Roger Clemens SNL skit.
Posted at 1:25AM on Mar 13th 2008 by claytor
6. Saul Williams = Brillant artist, Great sound
Reparations = Singlehandedly stupidest idea in the history of time.
Nike commercial = meh.
Posted at 7:10AM on Mar 13th 2008 by JD
7. Iggy Pop music to sell cruises?
I am so glad I don't watch tv. I'd jam pencils in my ears.
Posted at 9:38AM on Mar 13th 2008 by Moonshine Mike
8. I also wondered the same thing when I saw this on YouTube.
Is it ironic that Nike is using a song about reparations to sell goods made by people in near slave-like conditions for a microscopic wage?
Posted at 4:49PM on Mar 13th 2008 by The THC
9. The new Nike Commercial is a just another battle in the Performance Apparel War. The commercial is Brilliant. It's a statement. Nike is telling Under Armour: "Our Better . . . is better than your best." As a direct response to the new Under Armour Shoe line, Nike Boldly points out in text: My SPEED is better. My POWER is better. My AGILITY is better. All three statements just happen to involve the names used in the Under Armour Shoe Line: Proto SPEED, Proto POWER, Proto EVADE. Nike is then sure to remind Under Armour my REACTION is better.
Reggie Bush concludes the press conference by speaking directly to the new kid on the block: "Thank you very much for coming."
The words of the fist verse in Saul Williams song speaks volumes to Under Armour:
I want my money back.
I'm down here drowning in your fat.
You got me on my knees praying for everything you lack.
I ain't afraid of you.
I'm just a victim of your fears.
You cower in your tower praying that I'll disappear.
I got another plan, one that requires me to stand.
On the stage or in the street, don't need no microphone or beat.
And when you hear this song, if you ain't dead then sing along.
Bang and strum to these here drums til you get where you belong.
I got a list of demands written on the palm of my hands.
I ball my fist and you're gonna know where I stand.
We're living hand to mouth!
You wanna be somebody?
See somebody?
Try and free somebody?
I gotta list of demands written on the palm of my hands.
I ball my fist and you're gonna know where I stand.
We're living hand to mouth!
Posted at 10:42PM on Mar 14th 2008 by Biz
10. Whenever someone says this song is about reparations I always find that claim somewhat odd. Yes, it is the parenthetical title of the song but listening to it makes it seem like it more about a general rising up and standing against something. But whatever, great song anyway.
Posted at 1:47AM on Mar 18th 2008 by dan
11. #9
That's not Reggie Bush, it's LaDanian Tomlinson.
Posted at 5:59PM on Mar 18th 2008 by Jess
12. Music with intent to inspire is rare these days...this song just falls right into the pocket of our wannabepoliticofunky generation. Man, it doth rock!!!
Posted at 11:13PM on Mar 23rd 2008 by Dan
13. #1....yep, Tomlinson
#2...THETHC, that may have been the best analytical synapsis of the intent and meaning of a commercial that I have ever read.
Posted at 11:13PM on Mar 23rd 2008 by Dan
14. Well it's no where near as bad as "Surrender" being used for family vacation commercials
"Mother told me, yes, she told me I'd meet girls like you.
She also told me, "Stay away, you'll never know what you'll catch."
Just the other day I heard a soldier falling off some Indonesian junk that's going round.
Mommy's alright, Daddy's alright, they just seem a little weird.
Surrender, surrender, but don't give yourself away, ay, ay, ay.
Father says, "Your mother's right, she's really up on things."
"Before we married, Mommy served in the WACS in the Philippines."
Now, I had heard the WACS recruited old maids for the war.
But mommy isn't one of those, I've known her all these years.
Mommy's alright, Daddy's alright, they just seem a little weird.
Surrender, surrender, but don't give yourself away, ay, ay, ay.
Whatever happened to all this season's losers of the year?
Ev'ry time I got to thinking, where'd they disappear?
When I woke up, Mom and Dad are rolling on the couch.
Rolling numbers, rock and rolling, got my Kiss records out.
Mommy's alright, Daddy's alright, they just seem a little weird.
Surrender, surrender, but don't give yourself away, ay, ay, ay.
Away.
Away.
Repeat Chorus 7X"
Posted at 1:19PM on Mar 24th 2008 by Jack Gardner
15. well, about 4 posts down, is a response straight from the artist's mouth. read away.
http://www.saulwilliams.com/cgi-bin/ubb/ultimatebb.cgi?ubb=get_topic;f=2;t=002640;p=5
Posted at 8:57AM on Mar 26th 2008 by the_duder
16. Totally . . . LaDanian Tomlinson. Not sure why I wrote Reggie: he's an Adidas guy. Guess he was on my mind. My mistake.
Posted at 3:55PM on Mar 27th 2008 by Biz
17. "Saul Williams = Brillant artist, Great sound"
Agreed.
"Reparations = Singlehandedly stupidest idea in the history of time."
Actually, of all the stimulus package ideas being passed around, the idea of pumping say $50,000,000,000 into a certain group of people would get two birds with one stone. First, it would settle an old would. Second, the money would be spent quickly and therefore stimulate the economy as intended.
"Nike commercial = meh."
I liked it. But then again, I'm an athlete and appreciate the joys of just being better than someone else at something.
Posted at 11:41AM on Apr 4th 2008 by RobotPirateNinja
18. I think NIKE's point is that nobody is going to GIVE you anything, you have to take it i.e. "Just do it".
That's the only connection I can see anyway.
Meh...what do I know?
Posted at 1:43PM on May 8th 2008 by Jerk of All Trades