Anderson .Paak shows the power of music in this spot inspiring us to believe in music for the 59th GRAMMYs. We watch as Anderson .Paak, a band, gospel choir, and a congregation of church-goers get overcome by the power of music thanks to their gospel-inflected version of .Paak's hit "Come down." Never mind the old time church vibe that couldn't get any more stereotypical if it tried. What I really can't get past is the song. It might be a great track on its own, but in this context, not so much. The spot is either trying to be intentionally funny or it's knows full on it's being culturally insensitive and offensive and just doesn't care.
Nothing touches the soul more when you're in church then a song about staying drunk and high. Even if you're not a Christian it's easy to see why this might be considered God awful. Can I get an Amen?

In case you aren't familiar with the song, here are the lyrics they sing (minus the first line.)

"Come down"

Hey! Well that's exactly what a nigga came for
Huh, you doin' shots from afar
I'm a meet you at your front door
Uh, so hard to be doing what you really meant for, beauty
Huh, but don't I make it look easy
Don't I make it look good

Now you, drank up all my liquor, come on
What I'm 'posed to do now?
And you talkin' all that shit, now come on
You gonna have to back it up
If I get too high now, sugar, come on
I might never come down
You know I might never come down
Let me get down
You might not never come down
Now let me come down
You might not never come down
Let me get down!
You may never ever come down
It took too long to get this high off the ground
Don't run, just stay awhile

Can't beat it, can't beat it, can't beat it, can't beat it with the big bad door
Can't see her with this pitch black Gucci frames on
Let me take these bitches off
Let me get the full scope, hold up
Huh, full screen, HD, let me take another picture
Let me pull it to the pre-show
Wow, Cool beans, cool beans
That's a whole lot of reefer
Let me help you with the pre-roll
You, drank up all my liquor, come on
What I'm 'posed to do now?
And you talkin' all that shit, now come on
You gonna have to back it up
If I get too high now, sugar, come on
I might never come down
You know I might never come down
Let me get down
You might not never come down
Now let me come down
You might not never come down
Let me get down!

CLIENT - THE RECORDING ACADEMY
Chief Marketing Officer: Evan Greene
Senior Director and Executive Producer, Marketing: Jim Cannella
AGENCY - TBWA\CHIAT\DAY
Creative Chairman: Stephen Butler
Executive Creative Director: Linda Knight
Creative Director: Jason Karley
Art Director: Stephanie Johnson
Copywriter: Paula Henzel
Director of Production: Brian O’Rourke
Executive Producer: Anh-Thu Le
Senior Producer: Kaitlin Moore
Account Director: Pamela Lloyd
Account Supervisor: Caroline Hanley
Account Supervisor: Ashley Pratt
Director of Business Affairs: Linda Daubson
Executive Business Affairs Manager: Lisa Lipman
Business Affairs Manager: Mimi Hirsch
Chief Strategic Officer: Neil Barrie
Planner: Audrey Tyau
Director of Digital Strategy: Rohit Thawani
Social Strategist: Renee Vafa
Data Strategist: Justin Karch
PRODUCTION – SANCTUARY CONTENT
Director: Natalie Rae
Director of Photography: Andy Catarisano
Executive Producer: Preston Lee
Head of Production: Adam Litt
Line Producer: Javier Solija
EDITORIAL – CUT AND RUN
Editor: Sam Ostrove
Assistant Editor: Lee Bacak Jr.
Managing Director: Michelle Eskin
Executive Producer: Amburr Farls
Senior Producer: Jared Thomas
VISUAL EFFECTS – JOGGER
Creative Director: David Parker
Lead Flame Artist: Shauna Prescott
Flame Artist: Andy Brown
Flame Assistant: Jorge Tanaka
Executive Producer: Rich Rama
Producer: James Howell
COLOR – MPC
Colorist: Ricky Gausis
Executive Producer: Meghan Lang
Color Producer: Rebecca Boorsma
MUSIC
Come Down Performed by Anderson .Paak
Co-Writer: Tony Louis Cottrell
Label: OBE, Steel Wool, ArtClub
Executive Producers: Adrian Miller, Kevin Morrow, Ketrina ‘Taz’ Askew
Publishing: DJ Hi Tek Music Publishing, Songs of Windswept Pacific, Watch and Learn Publishing
Original Musical Arrangement: Anderson .Paak and J'rese Mitchell
Musical Director: J'rese Mitchell
Gospel Choir Leader: Camille Timan
ORIGINAL SOUND DESIGN AND MIX BY BEACON STREET
Mix/Sound Design Engineer: Rommel Molina
Mix Assistant: Vivi Rojas
Executive Producer: Adrea Lavezzoli
Mix Producer: Kate Vadnais

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Comments (1)

  • Dabitch's picture
    Dabitch

    The only good thing about this spot is the very young, very talented, dancers.

    Feb 10, 2017

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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.