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What's That Song in the Nike 'Human Chain' Olympic Commercial With Rampage Jackson and Maria Sharapova?
- Posted on Mar 1st 2010 5:30PM by Marina Galperina
'Ali in the Jungle,' by the Hours
The Hours deliver a melodic, punchy singalong in 'Ali in the Jungle' for the slick, zoetrope-inspired Nike 2010 Winter Olympics commercial/short film 'Human Chain.' It's all about getting up when you get knocked down, with the song's rising riffs cheering on infinitely duplicated athletes doing what they do best, over and over and split seconds apart.
The Hours members Antony Genn and Martin Slattery hail from major players in the 1990's Britpop scene. Slattery toured with Black Grape, Genn was a member of early Pulp and Elastica, and both worked with Joe Strummer and the Mescaleros. As Genn struggled his way out of the pits of heroin addiction, the two began forming the Hours in 2004 and have since strutted out with a Jarvis Cocker-approved indie album, 'Narcissus Road,' in 2007.
The album's inspirational sport references and overall rah-rah-rah lend themselves well to both the subject and tone of Nike's ad. The escalating piano riffs and emphatic lyrics of this indie anthem are a perfect fit for cloned athletes in continuous serial action, crash falls and all. Brian Beletic (who previously directed music videos for Lady Sovereign, Fatboy Slim and Basement Jaxx) playfully syncs the music and lyrics with Maria Sharapova's echoed signature grunts, Lance Armstrong's endless caravan chase with himself and Rampage Jackson's fall -- "Everybody gets knocked down" -- and triumph -- "How quick are you gonna get up?"
While sports are a repeated reference, they serve as a metaphor for the band's members' personal struggle and comeback, ringing fresh with positivity and carpe diem: "It's not where you're from, it's where you're at."
'Ali in the Jungle' has also been featured in the EA Sports FIFA 08 football game and as snooker player Ronnie O'Sullivan's theme song at the 2010 Wembley Masters.
Can't find that song from that commercial? Send the commercial, movie or TV show to us at whatsthatsong@aim.com.
The Hours deliver a melodic, punchy singalong in 'Ali in the Jungle' for the slick, zoetrope-inspired Nike 2010 Winter Olympics commercial/short film 'Human Chain.' It's all about getting up when you get knocked down, with the song's rising riffs cheering on infinitely duplicated athletes doing what they do best, over and over and split seconds apart.
The Hours members Antony Genn and Martin Slattery hail from major players in the 1990's Britpop scene. Slattery toured with Black Grape, Genn was a member of early Pulp and Elastica, and both worked with Joe Strummer and the Mescaleros. As Genn struggled his way out of the pits of heroin addiction, the two began forming the Hours in 2004 and have since strutted out with a Jarvis Cocker-approved indie album, 'Narcissus Road,' in 2007.
The album's inspirational sport references and overall rah-rah-rah lend themselves well to both the subject and tone of Nike's ad. The escalating piano riffs and emphatic lyrics of this indie anthem are a perfect fit for cloned athletes in continuous serial action, crash falls and all. Brian Beletic (who previously directed music videos for Lady Sovereign, Fatboy Slim and Basement Jaxx) playfully syncs the music and lyrics with Maria Sharapova's echoed signature grunts, Lance Armstrong's endless caravan chase with himself and Rampage Jackson's fall -- "Everybody gets knocked down" -- and triumph -- "How quick are you gonna get up?"
While sports are a repeated reference, they serve as a metaphor for the band's members' personal struggle and comeback, ringing fresh with positivity and carpe diem: "It's not where you're from, it's where you're at."
'Ali in the Jungle' has also been featured in the EA Sports FIFA 08 football game and as snooker player Ronnie O'Sullivan's theme song at the 2010 Wembley Masters.
Can't find that song from that commercial? Send the commercial, movie or TV show to us at whatsthatsong@aim.com.
- Filed under: What's That Song?
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anna
When I was young I had read the 'Alice's Adventures in Wonderland' many times',Listion to the 'Alice in Wonderland' toke me back the cap and feather days.
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Ron Johnron
1 reply to Ron Johnron's comment
That song stinks. You want catchy? Go to you tube and listen to a guy named Scootle, "another inside job song".
March 04 2010 at 9:29 AM Report abuse Permalink rate up rate down Reply
Louis
The Hours sound like a clone of the group "Fastball". Listen to a Fastball song like "The Way".
March 04 2010 at 8:56 AM Report abuse Permalink rate up rate down Reply
Boggie
1 reply to Boggie's comment
Nike sucks, they make their shoes in foreign countries and expect Americans to pay top dollar for them. The last two pair I had fell apart 6 month's after I bought them! I no longer buy Nike!
March 04 2010 at 8:31 AM Report abuse Permalink rate up rate down Reply
pdxcollect
Everything is made to replace. Keep the $$$ flowin!
mms5468
This song was already in a FIFA game, I believe it was FIFA 09. Everything about Vancouver 2010 was either unoriginal or screwed up. Blame Canada.
March 04 2010 at 8:05 AM Report abuse Permalink rate up rate down Reply
Jeff Haber
By far the BEST Ad out there is this guy playing piano with pencils >>>>>
http://www.youtube.com/watch?v=vB-SiwhJt4k
Foxsnooze
What's the stringed instrument being played during the first few bars of the tune? Sounds like a ukelele, a toy guitar,or an Eastern folk instrument of some kind.
Great song and commercial, by the way. Leave it to Nike to knock one out of the park. This one, and all the P&G ads, made the Vancouver Games even more memorable.
waldomax
Yes manny pacquiao did get knocked out look back on his career so he should have been in this commerical
March 04 2010 at 3:30 AM Report abuse Permalink rate up rate down Reply
rob
2 replies to rob's comment
I wonder why Manny Pacquiao did not appear on the ad as the song surely fits if he was there....
March 04 2010 at 12:17 AM Report abuse Permalink rate up rate down Reply
JCesar
Easy, because Manny Pacquiao doesn't get knocked down, he knocks them down.
March 04 2010 at 2:56 AM Report abuse Permalink rate up rate down Reply
ashleigh
I LOVED that Nike commercial during the Olympics, and I also loved the Proctor & Gamble homage to Mom's, using the You'll Never Walk Alone song from Roger's & Hammerstein's Carousel... Those 2 commercials were amazing, and I HATE commercials, as a rule...
March 04 2010 at 7:48 AM Report abuse Permalink rate up rate down Reply
13 Comments