Carol of the Ads

Da dada da
Da dada da
Hear it?

DA dada da
DA dada da
There it is again!

DA DA dada DA DA -- Ok, enough already!

No wonder the repetitive, catchy melody of "Carol of the Bells" is stuck in my head. I seem hear it every time I turn on the TV these days. There's a choir singing it -- using "duhs" instead of "das" -- to promote Hyundai's cars. There it is in the background of a Verizon Wireless ad, and Walmart.com is using it as well. A GPS manufacturer has come up with its own lyrics for the tune, culminating with the insistent: "Give-a give-a give-a Garmin! Give-a give-a give-a Garmin!"

Only problem is that I had to go on the Web to refresh my memory of which companies are using this carol in their ads. The Garmin folks were smart, embedding their brand name into their jingle, so admittedly I did remember that one. But I couldn't have told you what car brand the choir ad was pushing without checking.

A random and completely unscientific survey of colleagues and friends yielded similar results. When I asked what people thought of after I hummed the first few bars, most said "Christmas music!" or "I don't know; holiday shopping?" From those who named products, I got: "Jewelry." (one Kay's, one Zales), "Gilette?" "Champagne? Or some brand of wine?" "Batteries?" One person did say "Hyundai." No Verizon, no Walmart, and no Garmin.

"No, not any products," said one colleague, "but there was this viral video thing that went around the Web…" Ah yes, "Ding, Fries Are Done." Alas, for me, too, this old Ukrainian folk song will now forever be associated with a pudgy guy in bright blue, polyester uniform intoning, "I work at Burger King making flame-broiled Whoppers; I wear paper hats."

So, why do so many firms and their ad agencies continually use this particular carol in their commercials year after year? Especially now that it has been spoofed on the Web in an infectious video that gained even wider notoriety when it was redone with the lead character from Fox's cartoon show, "The Family Guy?"

Is it that the lilting, rapid melody excites people to get up and do something active -- like shopping -- in the same way that strobing lights propel people out of their seats? If so, seems it's just as likely they might go rearrange the ornaments on the Christmas tree or bake a batch of cookies or something.

Is it that because of its repetitive nature, it cements itself into the brain like year-old gum on the underside of a movie theater seat? If so, that doesn't guarantee folks will remember the product when they find themselves humming "da dada da" for the fifth time that day. And if they do, they just may want to go heave a brick at said product for getting this interminable tune stuck in their heads.

What do you think?