What is the future of classical music and will it ever regain its consistently shrinking audience? I don't know but my theory is that the more it's used in marketing, whether it be for aftershave, mass-produced beer, or flexible denim pants, the more young listeners will look up from their comfy chairs and say to each other, "What the hell is that?"
There's a heft to classical music; a, dare I write it: gravitas, to its message, even when the message is satirical, self-referential, or (as in the case with Levi's) really fucking ridiculous. Classical music says to its television audience: Hey, give a listen! It took quite a lot of genius to compose, perform, and record me! Why fly another airline when United is backed by my lilting, yet confident tones?
And you know what? Classical music is right. Sometimes you really can't emphasize the quality of a product enough with Lenny Kravitz. That's when you look toward Carl Orff--damn straight.
Old Spice - Carl Orff, O Fortuna from Carmina Burana
Carlton Draught - O Fortuna redux
Levi's - George Frideric Handel, Sarabande from the Suite in D minor
United Airlines - George Gershwin, Rhapsody in Blue