- The Washington Times - Tuesday, January 28, 2014


A big part of the story of the Super Bowl has been the ads millions of viewers will be watching Sunday. It’s a chance for small companies to make a big splash, and big companies to creatively sell the product you’ve been buying from them for years.

Programming will include star power like David Beckham and Scarlett Johansson, with songs that feature Bono and Sarah McLachlan trying to win your consumer minds and hearts.

And then there will be one standard — perhaps the gold standard — in music that moves product, the song that will be used for the 33rd time to move product:

Express yourself.

Express yourself!

Chevrolet will be selling cars on Super Bowl Sunday with a familiar song, one of the great soul/funk tunes of the early 1970s.

You don’t ever need help from nobody else.

All you’ve got to do now.

Express yourself!

The song written by Charles Wright and performed by him and his Watts 103rd Street Rhythm Band in 1971 still resonates in 2014, with Chevrolet the latest company to use the song in a commercial.

“It just connects with people, even today,” Wright said. “It’s just about keeping it real, and it’s hard to find people who do that today.”

Whatever you do

do it good.

Whatever you do

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