This month on Twitter, @sotachetan hosts #BrandedInSongs – which is a head-on collision of my personal world of music and my professional world of branding and advertising. The challenge is to simply pick a song with a brand name in its lyrics or title. I added one more criteria to my picks, which is this: the songs themselves must be as iconic as the brands they mention. No filler here.
As a member of The Police, Sting was many things. A captivating frontman. An underrated bassist. And a sharp, witty lyricist. His lyrics were like poetry one moment, prose in another. And the words he used in “Synchronicity II” are some of the most memorable lyrics in rock history. They have the power to make you laugh just as they’re able to keep you settled in awe. It was always all about the words.
“Synchronicity II” is a rock song. And it’s not a rock song. It’s written and performed as if it came from an opera composer. Sting, Summers and Copeland were always intelligent rockers, but they made something here that elevated new wave, post punk and all the other labels that we wanted to attach to them. “Synchronicity II” cannot be categorized. It can just be appreciated for what it is. A brilliant commentary on a bleak, mundane suburbia with a sound we’d never heard before.
“Another suburban family morning. Grandmother screaming at the wall. We have to shout above the din of our Rice Krispies.”