UPS, you owe Dean Martin an apology

Dear UPS,

You have produced a wonderful commercial. The images are beautiful, the pacing is right, the graphics are fantastic. It is fresh and contemporary, certainly 'on brand', but there is one major issue with it. You have violated a piece of American music history, an iconic song that for years has brought 'Amore' from Italy to America.

"When the moon hits you eye like a big pizza pie, That's amore..."- oh Dean Martin, if only you were still alive, could raise your hand and say: "No! Not with my song! You don't take it and turn it into some twisted version to illustrate how trucks and airplanes are taking packages from A to B. Are you insane? Go, and write your own music!"

What on earth went on in the creative minds who cooked up this idea? Have you no integrity, no respect for the arts? Can't you create something original? Taking an artist's piece, then painting over it, and declaring it your own - that's blasphemous. While there are plenty of awards for great advertising, there should be the equivalent of a 'Golden Raspberry' for the opposite as well. Just think: would you take a Chagall or a Monet, and then paint over it? I bet you wouldn't.

Dear Raymond Bark, you directed this commercial, and you did a truly great job. I just wish you had told the folks from Ogilvy "No. Please guys, don't do this to Dean Martin. Can't we give a composer, sound designer the chance to create something new and iconic instead?"

Now it's too late. The damage has been done. And that awful song is stuck in my head. It will take some time to erase it from my memory. I am afraid however that it will always be tied to Dean Martin's original. And that - UPS & Ogilvy - is not a good thing.