What's That Song From the LG Vortex Commercial?

'Eyes,' Rogue Wave

Rogue Wave's 2006 single 'Eyes' helps city-dwelling twentysomethings restore a carousel in LG's new commercial for its Vortex smartphone. The melodic voice of Zach Rogue provides the background music for people coming together after a Vortex user's Twitter update: "Restoring carousel. Come help."

After losing a job in 2002, Rogue (known to the state as Zach Schwartz) formed the band alongside percussionist Pat Spurgeon, Gram LeBron and Sonya Westcott. Over the next six years, the band replaced four of its members and added "guitorganist" Steve Taylor to form the current fivesome.

In terms of the Vortex commercial's art direction, if you think that you've seen this ad format before, you're correct. Pairing 'Eyes' with the Vortex spot directly mirrors LG's use of Joanna Newsom's 'Bridges and Balloons' to sell its phones.

Yet, while the pairing of nonthreatening indie pop and smartphones may work aesthetically, it has yet to yield financial gains. According to a report by tech research company Gartner, LG has lost 3.7 percent of its third-quarter 2010 mobile phone market share, compared to a year ago. This is largely thanks to a company that rhymes with Snapple.