|Tú nunca andarás solo
||[ Wednesday, 03 Jan 07 | 15:54 ]
You'll Never Walk Alone was written by Richard Rodgers and Oscar Hammerstein II for their 1945 musical, Carousel. (The same year that I was born.)
In the musical, the song is sung after the death of the lead, Billy Bigelow, to give courage to Julie Jordan, pregnant with his child at the time.
This song serves as a backdrop for a television commercial from Puleva, a dairy products company based in Granada. The commercial features a series of images of young women while a chorus sings the song in English. Subtitles in castellano are also shown.
The last few images show an obviously pregnant woman. This is followed by Primera (“First”) and an image of woman nursing a baby. (No “wardrobe malfunction” is possible since she is naked from the waist up.) Finally the words Después también (“Later also”) appear along with a shot of the company’s infant formula.
What intrigues me by this ad is…
- a song is featured in a foreign language with subtitles,
- it sounds as if it sung by an all-female chorus,
- only images of women are used, no hint of a “nuclear family”,
- an uncompromising picture of a woman nursing is shown,
- breast feeding is promoted as the option of first choice for infant nutrition, in direct competition to their own product.
Knowing that nothing is “left to chance” and everything is researched by Marketing, they surely knew the “history” and context of the song that they chose to use. They clearly were targeting women of child-bearing age. But a sub-text message is that relationships or “marriage” with men are not required in order to have or nurture a baby.