We as a nation may not agree on much, but we agree on these very important points:
1. Daveed Diggs is a national treasure.
2. If "I'm Gonna Be (500 Miles)" by The Proclaimers comes on, you sing it as loudly as physically possible.
Nature Valley certainly understands these two shared principles of modern life, as illustrated by its new campaign that centers on Diggs and his wonderfully charming 2-minute cover of the aforementioned song.
Of course, the lyrics get a tweak in this branded version, with the General Mills brand highlighting its commitment to restoring access to 10,000 miles of national park trails.
Before we say more, just go watch it and be glad there's something positive in this world right now.
I've always been fascinated by "500 Miles," not just because it's fantastically catchy and just drenched in Scottishness, but because of its bizarre timeline.
The song technically debuted in 1988, but only made it across the pond to the United States in 1993 when it was featured on the soundtrack to Johnny Depp's Benny & Joon. (Depp also starred in What's Eating Gilbert Grape that same year, which explains why these two movies are kinda blurred together in the hazy memory of my youth.)
What I love about it is that it's a masterpiece of curation. Someone thought to include a song in a soundtrack five years after its lackluster debut (except in Austria, Iceland and New Zealand, where it sailed to No. 1 because they're apparently the hipsters of global culture and know something cool before the rest of us).
And now someone—probably Mindshare's Content+ studio, which shepherded the ad alongside Burns Entertainment—has again shown some excellent curation skills by reviving a retro classic with one of the greatest entertainment talents of our age.
What song from the '80s or '90s do you wish would get a reboot (branded or not)? Let me know at the email below or find me at @Griner on Twitter.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
Dive deeper with an Adweek Pro Subscription, your key to the inside scoop on the marketing and advertising trends and reporting that guide the world's top brands
