A Note of Apology (to Nickelback)

In a year of bizarre collaborations that often pushed the edges of reason and relevance, I thought I'd been weathered to the point where nothing could surprise me.

I was wrong, because I wasn't prepared for the Nickelback x Google collab. 

And yet, apparently I needed it?

The brand and band today revealed they've partnered to re-record the band's second-biggest hit, Photograph, and reimagine the video as an ad for Google Photos. 

It's better than it probably sounds, so go give it a watch.

The spot is from agency Arts & Letters Creative Co., which has done some of my favorite Google work, including the absolutely perfect Home Alone homage from Christmas 2018. 

But it's a lot easier to build a successful spot from a beloved cultural landmark like Home Alone than to turn Nickelback from often-maligned rock-groaners into a prime example of being willing to go along with jokes at your own expense.

Who are some of your favorite examples of celebs or bands who've embraced satire rather than demanding they be treated with unironic reverence? Let me know at the email below or at @Griner on Twitter.

This is how I remind you,

David Griner
Creative and Innovation Editor, Adweek
[email protected]
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