TITLE: "One More Time"
ARTIST: Joe Jackson
ALBUM: Look Sharp!
RELEASE DATE: 1979
In 2008, it's a bit late in the day to get upset about the utilization of pop songs in advertising, but a little part of my heart imploded last night when I saw a Taco Bell commercial that used "One More Time" by Joe Jackson (off the absolutely essential Look Sharp! album). I know Joe hasn't had a big hit in a while, but does he really need the cash that bad?
Joe Jackson, much like Squeeze, was one of the artists who burst through the floodgates with that first rush of pre-MTV New Wave acts, securing a spot for himself alongside greats like Elvis Costello, Ian Dury and Graham Parker. Pairing the gruff insouciance and cynical delivery of Punk with amazing songwriting chops and a knack for plangent pop hooks, Jackson made music that was energetic and fun, but still with a whipsmart heart. Joe's debut album, Look Sharp!, was released in 1979, and contained such soon-to-be classics as "Got the Time" (later covered memorably by Anthrax), "Sunday Papers," "Fools in Love," the title track and, of course, "Is She Really Going Out With Him?"
But it was this song that was always my favorite. Something about those jumpy opening guitars and that bass just completely won me over. I remember Look Sharp! being a big favorite during my sophomore year of college. It was one of the albums my roommate Dave (otherwise a big fan of the Police, U2 and Pink Floyd) and I could easily agree on (my constant airings of New Model Army, Gene Loves Jezebel and the Screaming Blue Messiahs? Not so much). As such, it was played with maddening regularity.
Now, don't get me wrong -- I have nothing against Taco Bell. Hell, I'm dead sure that during that specific year of college, Dave and I listened to Look Sharp! while on our way to the local Taco Bell (it being a large staple of the collegiate diet at the time). What I don't really understand is this: why is a song about the bitter incredulousness of a newly jilted boyfriend considered appropriate to shill Gorditas with? "One More Time -- So You're Leaving, Say Goodbye!" What does that have to do with refried beans? Why would that make me want to wolf down a Choco-Taco?
What's next? Using Joe's "It's Different For Girls" to sell feminine hygiene products? Color me depressed. In any event, hit play on the MOG player below to hear the track for yourself. And try not to think about ersatz Mexican food.
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