Jónsi (Photo: Daniel Boud)

I would not be alone in telling you that “modest” and “humble” aren’t exactly the first words that come to mind when describing me.  So, imagine the moral dilemma I faced as a youngster when confronted with the axiom of not tooting one’s own horn.  Fortunately, I was raised by parents who relished in encouraging my brother and me to find the beats of our respective drummers, and – when meritorious of such behavior – to toot our horns, because if we didn’t, who would?  (Granted, I chose to conduct an entire brass section, but, then again, I never really grasped the concept of moderation…).

Jónsi (Photo: Lilja & Inga Birgisdóttir)

As you might well have guessed, this is leading up to yet another example of how I beat Madison Avenue to the punch with another prediction from the pop-cult – and you’d have guessed correctly.  And I would only be kind of joking if I were to say that I sprained something while patting myself on the back (as I’m having surgery on some torn ligaments, this Friday).

But what was it that I saw when I gazed into my crystal ball?  Picture it.  It was the beginning of April 2010, and I’d written a rave about Go, the first solo album from Jónsi – lead singer of Icelandic band Sigúr Ros.  As devoted readers might recall, I foretold that “while the whole album is just remarkable for its eerie beauty, the tracks “Go Do” and “Tornado” are especially worth getting into.”  Well, here we are, nearly a year later, and no less a major advertiser than Ford Motor Company has launched an entire “Go. Do.” campaign for the Ford Explorer, and furthermore, features “Go Do” as the theme song to the central ad in said campaign.

Jónsi - GO

Now, even though some naysayers might be reluctant to give me credit for tipping-off the clever people at Team Detroit (Ford’s agency of-record, that teamed-up with Portland’s Mutt Industries), my peeps tell me that I’m huge in the Pacific Northwest!  Meanwhile, I’m just happy that Jónsi’s music is reaching the masses.  Oh yeah – and that once again, Corporate America is willing to put (a lot of) its money where my mouth was! 

“Go Do” by Jónsi
From the 2010 album Go

Click HERE to read the original post from April 2010