Today at work we were talking (I know, right?) about commercial jingles from our childhood, and it got me thinking about how different advertising is now than when I was a kid. Today's commercials are more likely to borrow the connotations of a well-known song than to offer an original one, and that's a shame. It not only deprives us of some catchy jingles, but it attaches new and typically unwanted associations to familiar songs. When I think of the Pogues I don't want "Gigantic Cadillac SUV" to be the reason why. There are exceptions, of course. Volkswagen and Target often use interesting music in their commercials, and the minor annoyance of "Da Da Da" being referred to as "that song from the VW ad" was more than outweighed by the joy of hearing it several times a day. Unfortunately these are notable exceptions among a sea of advertisers who think slapping a catchy Motown or classic rock track on an ad is enough. It's not. Like most things from my childhood, jingles take up a large portion of storage space in my brain; space I could frankly use these days. My favorite was always the Syracuse Savings Bank song: Save more, earn more, dividends are best / Parking is no problem and people are the friendliest / Save more, earn more, dividends are best / At Syracuse Savings Bank (ding dong ding dong) / Your hard earned money earns more and more money for you. Byrne Dairy had a jingle too, but I don't remember the words, which is odd because we were definitely a Byrne Dairy family. I still wake up in the middle of the night sometimes longing for chocolate milk in the glass bottle from Byrne Dairy - heaven! But other than the last line "cash and carry is the one for shopping on the run" their song is lost to me. This train of thought had me feeling old and disconnected from today's world, until after work, as I was walking into Target, a little boy five or six feet ahead of me pulled on his mother's arm and asked "can I go look at the toys?" Maybe the world isn't all that different from when I was a kid.