Meta released an ad on Thursday, using David Bowie's 1972 song 'Five Years' to promote its stance that artificial intelligence will not disconnect people. The ad, posted on Meta's official Instagram account, features a narrator urging viewers to trust in human connection, as children play and families gather. The ad avoids focusing on the song's apocalyptic themes, instead highlighting positive imagery of everyday life. It also includes a brief mention of Meta's smart glasses, emphasizing their potential for non-invasive use cases. The ad's tone is intentionally optimistic, contrasting with the song's original context of impending doom. The choice of music has sparked debate, with critics questioning whether Meta is misrepresenting the song's meaning.
The ad's narrator says, 'Call us optimists, call us dreamers, call us whatever the hell you want — but we’re betting on people, and we like those odds,' as scenes of family life play. Meta spokesperson Francis Brennan stated the company aimed to reflect Bowie's optimism about the future, citing a 1972 quote from the artist. The quote, sourced from BowieBible.com and NME Magazine, suggests Bowie wanted to counteract public fear of the future by embracing technological progress. However, the song's original lyrics describe a dystopian scenario where Earth faces its final five years, according to BowieBible.com. The ad's use of the song has drawn criticism for potentially misrepresenting its message.
BowieBible.com notes the song's original context, describing it as a dystopian nightmare where Earth enters its final five years, with unspecified reasons for the impending doom. The ad skips the song's opening lines, which reference a global crisis and the emotional impact of the news. Critics, including Jeremy D. Larson of Pitchfork, argue that using the song in this context could be seen as either ignorant or insidious, especially given its association with apocalyptic themes. Larson also points out that Warner Chappell Music, which owns Bowie's catalog, has discretion over how his songs are used in advertising. The ad reflects a broader trend among tech companies to address public concerns about AI's impact, often through carefully crafted messaging.
Source: wired
