Outrage over Chris Brown-Wrigley's deal smacks of ridiculousness

OMG, have you heard? Chris Brown has betrayed an innocent nation’s trust! You see, he’s taking part in a Wrigley’s promotion where pop stars record new versions of classic gum jingles — CB took on the Doublemint tune, Ne-Yo got Big Red, and country singer Julianne Hough is singing my personal favorite Wrigley’s jingle, the Juicy Fruit song. And here comes the shocking, scandalous twist: Word got out this week that Brown’s current hit "Forever," which has been on the charts since May, is in fact itself a crypto-ad for Doublemint! (Sample lyric from the hook: "We only got one night/Double your pleasure/Double your fun/And dance forever…")

That "pop!" you just heard was the Internets collectively blowing its gum-chewin’ top about this. Cranky old Gawker is actually calling for a boycott of all Wrigley’s products! Er, am I the only one who really, truly does not see what the big deal is here? "We don’t want to appear as if we invest the music of Chris Brown with any meaning whatsoever," Gawker snobbily notes, "but now would be an appropriate time tobegin boycotting Wrigley, if you would like to have the option oflistening to songs that aren’t sponsored by mega-corporations in thecoming decade." News flash: Chris Brown is a talented dude whose music I enjoy, but he definitely already works for a huge multinational mega-corporation. It’s called Sony BMG. Every time you hear a Chris Brown song on the radio, you are hearing a work of popular art which is also an ad: A catchy piece of sound designed to convince you to hand over your money to a rich executive somewhere. Same goes for every artist on a major label. Meanwhile, Gawker goes on to claim that the real problem with Chris Brown’s Doublemint deal is that it was arranged in secret, revealed to the listening public only once they already knew and liked the song. Ooh! Secrets! Those are bad, sometimes. But come on. If you legitimately liked listening to "Forever" before, why on earth would it be ruined for you once you know that Wrigley’s had a hand in it? It’s still the same exact song, for crying out loud!

Furthermore: Gum is delicious and fun to chew. (No, Wrigley’s did not pay me to write that.) As commercial products go, Doublemint just doesn’t seem like a particularly offensive one to shill for. Am I missing something here? You tell me. But wait — before you answer, watch Chris perform "Forever" below, and tell me seriously if you can stop grooving long enough to care that Wrigley’s commissioned it.

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  • Kristen

    Eh, I don’t really care. I had noticed the “double your pleasure” line and thought maybe Wrigley would sue him, and then thought, man this is not a good song. So, I’m actually pleased it’s a gum ad- now I don’t feel bad for thinking he had WAY better songs to release as a single.

  • SarahP

    100% agree with you. Songs/music mean something different to every individual anyway. Whoever produces it or puts it out there….it’s however you interpret it or however you remember it. For example, this song now makes me think of So You Think You Can Dance with Twitch & Comfort’s awesome routine to it.
    And really, why is this so much more offensive than something like Fergie being paid to name-drop whatever shoe brand (Candie’s?) Or anytime a singer name-drops a brand name or another artist or a movie or whatever?

  • Dylan

    Gawker makes a name for itself being snobby and pretentious and delights in mockery and dericision, as if the ability to berate famous people or be sarcastic and cynical about politics grants them some sort of authenticity or moral authority. So what’s new there?

  • Alison

    Eh, it’s kind of a shady marketing ploy if it’s true, but it won’t stop me from listening to the song.
    (And yes, I’ll be more likely to associate it with SYTYCD than Wrigley’s anyway.)

  • Crystal

    The double your pleasure double your fun line always struck me as odd (and like Kristen I thought…is that copyright violation!)
    …now I say marketing genius!!
    It’s a fun dance song – who cares?

  • donner

    seems to me that people should ‘get a life’…really…THIS is a big deal? good grief…

  • Devin

    Well SVL, the truth of the matter is that this is akin to product placement in a television program, but instead of a show being paid to feature a product, the show was created entirely to sell the product. I’m not going to boycott Wrigley’s or Chris Brown (who’s overrated to begin with), but still. It seems desperate to me and perhaps a little pathetic. Justin Timberlake wrote a jingle for McDonald’s “I’m lovin’ it” campaign, but no one thought it was anything else but a jingle. Sure, the “double your pleasure” line in “Forever” is brief. But the fact that it was written as an ad masquerading as a song is bothersome.

  • ANOYMOUS

    I THINK THAT YOU ARE SO WRONG. I DONT SEE ANYTHING WRONG HERE. SO? WRIGLEY WANTED TO HAVE HIM REMIX THEIR JINGLE. AND SO WHAT IF IN THE PROCESS OF IT HE THOUGHT OF A HIT SONG. WRIGLEY IS =NT COMPLAINING SO WHY DO YOU CARE? IM SURE THAT IF HE WERE HERE IN FRONT OF YOU, YOU WOLDNT BE TALKING SMACK LIKE THIS. IS THIS A SLOW NEWS WEEK OR DO YOU JUST NEED SOMEONE TO PICK ON FOR NO REASON.

  • Ashleigh

    “We don’t want to appear as if we invest the music of Chris Brown with any meaning whatsoever…”?
    My God, get over yourself, Gawker!

  • To Devin

    Yes, but people mostly have a problem with product placement in television when it’s so blatant as to be intrusive and disruptive to the viewers’ enjoyment of the program. Unless Chris Brown explicitly sang: “We got only one night/Double your pleasure/With Doublemint gum…” or something, the effect the song has as a piece of light and breezy entertainment doesn’t really change at all. Besides current recording artists, especially rappers, mention brand name products in their songs all the time…this song isn’t even that overt, so while I find the marketing ploy rather gimmicky, it doesn’t “offend” me or change my opinion of the song.
    Also, the song isn’t getting airplay because people like Doublemint gum; it’s because the song is obviously clicking with some R&B/pop fans, which is what it’s supposed to do.

  • Manuela

    AmOoOoOo s2s2s2s2s2

  • sane

    i luv u chris brown!!

  • sane

    i luv u chris brown!!

  • Elizabeth

    People are bent about that, but Kid Rock rips off Sweet Home Alabama & Werewolves of London and no one blinks? That little ditty is more blatant than CB, but its classified as ‘sampling’… got it.
    Maybe Chris should do a commercial like Juan Pablo Montoya does for Big Red and call it a day. (Yes, I crossed NASCAR with PopWatch – does it have the same effect as when they crossed the ectoplasam rays in Ghostbusters?)

  • kary

    Wats ur prblem making celebrities look bad is only ,aking u look bad. And come on who does this for a living. Im not saying this caues he’s my husband but get a life. I luv you chris my husband. Actually I will always love you.

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