Pretty hilarious I think. The music is Bach's "Air" from his Orchestral Suite no.3 in D major. It is one of the most recognizable and beautiful pieces of music ever written. I am usually always happy when classical music is used in commercials, films, TV programs, etc....But the producers of this commercial got it wrong if you ask me. I understand what they were attempting to do....Big Papi is at a snooty country club. They needed music to reflect this atmosphere, so they defaulted to classical, right? That's unfortunate. I have been saying all along in this blog that classical music need not be cast in that light. But even if you go along with it, THIS is not the piece to use. It does not fit that stereotype at all. The "Air" conveys...and this is my opinion of course...grace, understanding, peace, hope, redemption, and love. It is not stuffy and pretentious in any way, shape or form.
A swing and a miss for Initiative (Agency), and Wieden+Kennedy (Creative Agency).