'Can't Get It Right Today,' by Joe Purdy

Seems counterintuitive to use such a glum song to sell cars. Can't get what right -- learning to drive a stick shift? Oh, finding the gas cap.

But then, of course, the whole advertising industry has gone counterintuitive in recent years, finding marketing power in the understated, the ironic and the viral. As it applies to cars, this song speaks to the demographic: hormonal upper-middle class kids who project their boy/girl frustrations onto inanimate objects. And the economical Kia Spectra certainly fits the profile -- the starter car for young adults who still haven't learned to run a washing machine.

Ah, the heck with it. "Guess I'm gonna give up," sings newbie folkie Joe Purdy. Not that he's taken that attitude, career-wise. He has built a cottage industry -- eight or nine albums since 2003 on Joe Purdy Records -- out of his penchant for connecting with the all-important college-y consumer group.

Though he's from Arkansas and seemingly has the humility to prove it, Purdy moved to California to start his career, which thus far, despite the singer's self-designed indie-outsider status, has been blessed by the business. His songs have been featured on 'Lost' ('Wash Away') and 'Grey's Anatomy' (several, including 'Can't Get It Right Today'), and the Who's Pete Townshend recently invited Purdy to take part in his 'In the Attic' performance series. All of which suggests that he'll soon be driving whatever car he likes.

Listen to the song!

Buy it on iTunes

Next: DeBeers Diamond Commercial

More about Joe Purdy

Official Joe Purdy MySpace