Category: Music Licensing

Lynx wants to change perceptions by giving us Roses

The regular readers amongst you will be aware that when it comes to covers in ads I am more than a little sceptical. There are two main reasons for this:

1. Covers of tracks that were the soundtrack to my youth, the originals are always better;

2. John Lewis Christmas Ads.

I was a little concerned when I heard that for the new Lynx ad Big Sync Music had chosen a cover of Guns & Roses’ “Welcome To The Jungle”. John Lewis’ cover of The Smiths was bad enough but could I cope with this truly massive track from Axel and Co. being reinvented? And if the idea of the cover wasn’t challenging enough then factor in that it has been done by a fella called Novo Amor who is known for his “captivating ethereal, folk songs” rather than aggressive metal moments.

You know what, I think this is a brave and impressive cover. I don’t know which came first, the visuals or the music, but they work beautifully together. The surreal, filmic nature of the ad makes the reimagining of “Welcome to the Jungle” fit comfortably. The track is challenging which fits well with Lynx’s move away from its Lads Mag past.

Am I going to re-evaluate my issues with covers? Nah, after all John Lewis is currently planning their Christmas 2015 ad which I am sure will feature some version of a pop track from the 90s. But what I will do is acknowledge that covers can be really good if someone sticks their neck out and tries something a little more challenging.

Now, enough about the cover, its time for a classic.