Guardian columnist Charlie Brooker once coined a fabulous word, tweetronising, to describe the hateful brand of faux-childlike warm-and-fuzziness that characterises so much modern advertising, from Orange to Skoda.
The current Macbook Air ad is a thoroughly tweetronising affair, in that it attempts to confer huggable humanity on an inanimate object through the use of a breezy, folk-tinged soundtrack. This being Apple, though, they’ve chosen an artist, French-Israeli songstress Yael Naim, with a measure of blog-friendly indie credibility.
Inevitably, given the Apple connection, Naim will be compared to Feist, but New Soul (the song used in the ad) isn’t entirely representative. Her self-titled debut album, which is out now, combines jazz-tinged arrangements with lyrics sung in French and Hebrew. In other words, she’s more of a classic, Keren Ann-style chanteuse than an indie-leaning starlet in the Feist/Regina Spektor mould.
Naim’s own video for New Soul is below, but also check out her alarmingly sultry cover of Britney Spears's Toxic on Myspace.
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Guardian columnist Charlie Brooker once coined a fabulous word, 
