The unstoppable march of Sia
Zendaya was ‘Unstoppable’ for Lancôme in 2019
Dr Mumbo, ever mindful of the old chestnut that there are but eight storylines in the entire literary canon, is generally forgiving of advertisers’ occasional lapses into groupthink.
Yet with Spotify alone boasting 120 million tracks, Dr Mumbo was positively flabbergasted to hear “Unstoppable” not once, but twice, sounding off in Australian ads in a single week.
The first was yesterday’s emotionally charged saga of footballer Amy Sayer heroically defying a torn ACL, apparently for Allianz and the distant glory of the Asian Cup.
And then today, Dr Mumbo learned that Australian Red Cross Lifeblood’s new campaign launch once again features — albeit in a reworked form — Sia’s “Unstoppable.”
Fair enough: one cannot deny the raw emotional power as Sia belts out, “I’m unstoppable today”.
But when you’ve heard it for a Samsung ad:
Watched Zendaya cantering gracefully through Paris atop a white horse for Lancôme, naturally, as one does.
And then you go all the way back to 2016, when you didn’t just have one sporting showcase but two: the Rio Olympics, courtesy of Gillette’s homage to noble effort, and Major League Baseball’s own postseason flourish, both soaring atop the same emotionally charged soundtrack.
Dr Mumbo gets it: subtlety is generally not required in marketing, and Sia certainly nailed it.
The song is truly “Unstoppable.” And, one imagines, so are the royalties.
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