FEATURE:
Rolling the Ball…
IN THIS PHOTO: Kate Bush in 1978 for a print advert for Seiko in Japan/PHOTO CREDIT: Flashbak
From Seiko to Fruitopia: Kate Bush and Commercials
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IT is not an extensive list…
PHOTO CREDIT: Flashbak
but there have been a couple of occasions where Kate Bush did enter the world of commercials. Not especially in a committed ways, mind. However, there was a small bit of vocalisation from Kate Bush. It takes us back to June 1978 and Kate Bush’s trip to Japan. I guess what many artists would do in the U.S. at the start of their career, Kate Bush did in Japan. She was never concerned about America. They did not get her music or understand her. Bush had better success in Japan. A few of her singles doing very well there. Them Heavy People was renamed Rolling the Ball and reached number three. It was released as a single in September 1978. That was a couple of months before Kate Bush’s second album, Lionheart, was released. However, Bush was still promoting The Kick Inside towards the end of 1978. There are not many examples of Bush lending her music and voice to advertising. She would in the 1990s, though only her voice and some compositions. For Seiko, Kate Bush did a spot and Rolling the Ball figured in. I am not sure whether there was a deal that the song would be used in the advert before being issued as a single, or EMI issued it after her visit to Japan and that connection. It is quite an odd association, though almost unique in Bush’s career. She would not revisit the country after 1978 as far as I know. Indeed, I am also unsure how she agreed to the advert. Whether it was a quick shoot and she earned quite a bit and thought it would be good exposure. She did not have much association with Seiko or is synonymous with them. Dreams of Orgonon talked about Kate Bush’s June 1978 trip to Japan. The cover to The Kick Inside features Bush in this Eastern setting. This slightly unusual and inexplicable connection with the East. A girl from Kent, who mostly listened to British and European music, it did seem like a slightly random step. However, you cannot deny the unusualness of Bush’s hectic and eventful visit to Japan:
“Bush’s relationship with Japan is slightly vexed. She’s… well, Bush is a bit rough on the issue of cultural appropriation. The cover of The Kick Inside is famously orientalist, and we’ll have lots to talk about when we talk about The Dreaming. Bush certainly has respect for other cultures, but takes the European artist’s path of lifting cultural touchstones rather than delicately conversing with their creators — indeed, she slightly flubs her one English TV interview discussing Japan when she refers to Japanese people as “not saying how they feel.” It’s a cryptic moment and some of the messages it sends aren’t great.
Even Bush’s performances, the primary record for this period, aren’t terribly well documented. There are low-quality recordings of them, but seeing as Bush’s usual bandmates didn’t accompany her to Japan and interviews in which she discusses the trip are nigh on impossible to come by, it’s hard to find any behind-the-scenes insight into this period, which renders Bush’s work in Japan ever stranger. In addition to “Moving” and a performance of “The Man with the Child in His Eyes,” she stages the most bizarre dance number rendition of “Them Heavy People” ever on a TV show called Sound in S, with co-lead vocalists and a host of dancers. It looks nothing like any other performance of the song ever — it’s genuinely bizarre a song that mentions G. I. Gurdjieff would be treated like this. Sure, Bush has a poppy edge, but this is showbiz, not her own brand of pop.
The most jarring moment of all comes in the form of… Kate Bush doing Japanese watch commercials. That’s not a shitpost, that is a thing that literally happened. Twice. And they use “Them Heavy People,” which didn’t seem to catch a break in Japan (as it was released as a Japan-exclusive single and reached #3 on the charts, this is understandable). “We have many varieties of mood within us, but it’s up to you to choose,” Bush enunciates possibly the most animistic commercial slogan ever. It’s a strange pair of adverts, and there’s probably a reason Bush did commercials so sparingly her next foray in the business wouldn’t be until the Nineties”.
I am not sure how Kate Bush reflects on the adverts now. I forgot there was a pair of adverts. However, I love everything to do with 1978 and what Kate Bush did. She must have tired of the traveling even at that point. In 1978 alone, Bush was fly to America and New Zealand. A brief Japan visit was probably necessary but it would have sapped her. Not many people discuss the Seiko promotion, though I feel it is interesting it is not her only exploration into commercials. So much intrigues me about that first hook-up. Bush recording a tagline in the studio. Her heart not completely in it, through it was for a Japanese audience, so providing her directions would have been difficult. I think that was an issue that manifested itself in the spots. How there probably wasn’t a director or producer who spoke great English. Trying to muddle through. You can see some of the translation barriers when she was at that Song Contest and doing some live work in Japan. Quite awkward by all accounts and measures.
That seemingly weird connection between Them Heavy People and Seiko. A Seiko logo appears on the insert's back side of the Rolling the Ball single, which makes it Bush's only commercial release featuring any kind of product endorsement. Bush also appeared in print ads for the brand in Japan. I wish there were crisper and cleaner photos of those print adverts, as the ones out there are a little blurry or scratchy. However, there are a few articles that looked at these Seiko adverts. You can see the photos here. She looks pretty cool and very beautiful. The adverts not too bad. She gives it all she can, though it must have been quite a confusing and strange environment for her! In 2022, Classic Rock talked about Kate Bush in Japan and her Seiko collaboration:
“Moving had been released as a single in Japan four months earlier, with Wuthering Heights as the b-side, and while soul legend Al Green won the contest, Bush's success – she shared the festival's silver prize with Chicago soul act The Emotions, whose Best Of My Love single had topped the US chart the previous year – meant that local label EMI Music Japan were eager to capitalise.
The answer? Seiko Watches. The company produced a series of print ads featuring Bush wearing their timepieces, while the September release of new single Them Heavy People saw the singer wearing another watch on the cover with a Seiko ad appearing on the back. The same song was used in a TV spot, in which Bush engaged in some freeform dance moves before offering a short, somewhat profound voiceover.
“We have many varieties of mood within us," she says. "It’s up to you to choose.”
The single was success, reaching number three in the Japanese chart. It was backed by The Man With The Child In His Eyes, a song Bush famously wrote when she was just 13, although a super-rare, promotional-only double vinyl 7" was also produced, with the second disc featuring the two tracks released in February, Moving and Wuthering Heights. Own a copy? It's worth a small fortune.
Quite why the famously independent Bush got involved with the commercial behemoths at Seiko hasn't been made clear. And it remains the only time she's leant her face to such an campaign, although she was commissioned to write some music for the adverts that launched Coca Cola's Frutopia drink in 1994 (other ads were soundtracked by the Cocteau Twins and The Muffs).
Maybe she just fancied some free watches”.
I forgot to mention Kate Bush had traction and footing in Japan with the Moving single release. This brief spell of Japanese appreciation and commercial success. I do have a fondness for her print and T.V. adverts for Seiko in Japan. Not a lot of people talk about it, though it was this bizarrely charming part of a whirlwind and exhausting visit to Japan. Little over three months after her debut album was released and she was still unknown largely, Bush was performing in front of thousands of people in Japan and appearing on T.V. and in print. It must have blown her mind!
There was a gap when Bush did not do advertising. She did radio adverts where she had to say her name and that she loved that station/D.J. People still do it now. Probably not something that she enjoyed. However, it was part of the intervbiew circuit. In 1993, she released The Red Shoes album and the short film, The Line, the Cross and the Curve. It was another exhausting time and Kate Bush was not getting the critical love she deserved. Feeling less committed to plotting another album or promotion after that, little risk taking on an advertising commission. To give a little background, and sourcing from Graeme Thomson’s Under the Ivy: The Life and Music of Kate Bush. The Line, The Cross and the Curve for a cinematic release in April 1994. The video went on sale in October. The world, as Thomson rites, “shrugged”. In 1994, her cover of The Man I Love for a tribute album to George and Ira Gershwin and entered the chart in July. It was a fantastic song and allowed her to take her voice in a direction that we had not seen in her studio albums. Bush donated a couple of pieces of original artwork for War Child for a charity auction in September 1994. Bush appeared on Top of the Pops in November 1994. It was in promotion of the final single from The Red Shoes, And So Is Love. There was a strange amount of activity from Bush that nobody talks about. As British music was exploding with Britpop and all these new sounds and bands, Kate Bush was doing her own thing and broadening her horizons. This was a $30 million campaign to accompany the U.S. T.V. campaign for a new Coca-Cola drink, Fruitopia. Liz Fraswer of The Cocteau Twins was the voice for the U.K. adverts. Whether the producers through the two were similar and interchangeable?! Ever since that 1978 advert for Seiko, Kate Bush would have been approached so many times for various companies and products.
You can understand why she did it in 1978, as it was the start of her career and there was the commercial exposure, financial reward and a way of getting her new music to a new audience. In 1994, she had released seven studio albums and it would not be until 2005 that she would release another album (with Aerial). I feel like it was quite lucrative for Bush. Even though The Red Shoes did alright on the U.K. chart and reached number two, it was not a massive-selling album. It did well in the U.S., but she was not shifting what she did with The Kick Inside and getting the reviews she was for 1985’s Hounds of Love. Perhaps a bit of a downturn, getting a chance to compose some short instrumental pieces for this interesting range of different-flavoured drinks allowed her to spread her wings and do more in the way of composing rather than songwriting. Graeme Thomson muses that the little scraps and musical ideas that had not made it onto albums could be used for the adverts. She had full control. It was a series of thirty-second snippets where each piece of music had their own titles: Solstice, Some People, Nice, Skin, Soul, What If, Thirsty, Person, and Fighting Fruit. I think my favourite title is Fighting Fruit. What we do get is a little bit of a nod back to 1982’s The Dreaming. In terms of the experimentation. Something different from the mainstream. Hard to put a finger on. Bush not constrained by Pop conventions and what was expected. Not that Aerial was a fuller realisation of the musical ideas she produced for Fruitopia, though you can feel that these short pieces could have been strung together into something longer. Maybe a conceptual suite around the drinks or a concept that involves the making of the Fruitopia adverts.
I have often wondered whether Kate Bush considered film composition. Being given this lease to orchestrate cinema. I can imagine she was approached at some point, though she might have been busy or felt constrained by a lack of vocals. This piece form the Kate Bush Encyclopedia provides more details. A total of eleven different adverts. Titles that differed to what Graeme Thomson noted: Fighting Fruit, Nice, Passion, Raspberry, Message of Love, Soul, Where Were You?, Teaser, Summer Solstice, Some People, and What If? You can see this list of the adverts with descriptions. It was this fascinating project. You can understand why Kate Bush was attracted:
“When Kate Bush took the assignment to do the music for Coca-Cola’s Fruitopia ads, it was indeed free rein for her. Chiat/Day, New York, creative director Marty Cooke and executive producer Andrew Chinich were overjoyed when Bush agreed to do not only one, but all nine of the spots in the Fruitopia campaign. Perhaps the fact that they told her she could do anything she wanted with the scores had something to do with it. In any case, Cooke and Chinich were just glad to get Bush on the job, which she did from London with a bunch of hand-picked musicians. “She said she was interested in providing a lot of variety, from Japanese drummers to Moroccan music… and she came through in spades,” Cooke says”.
The “odd, rhythmic, electronic pop she was making around the time of The Dreaming” is what Graeme Thomson writes in his book. You can sort of hear it. I have included a few of the adverts in here, just so you can see what she was coming up with. Really interesting. The Red Shoes was quite varied in terms of the instruments used and mixing genres, cultures and continents. However, she had to reign things in slightly for an album. Not so for the Fruitopia adverts, so you get this wider and more eclectic blend. This is what Dangerous Minds wrote when they revisited Kate Bush’s Fruitopia adverts last year:
“Rewatching the Fruitopia ads now, it’s hard not to smirk at how earnestly trippy they are. Think teenage poetry meets an acid comedown, all swirling colours, slow-motion fruit, and vague cosmic guff. But Bush’s music gives them real bite—just enough weirdness to stop it all feeling like a total piss-take. It’s classic ‘90s advertising hubris: slap some Cocteau Twins on a juice ad and call it deep. Still, there’s something charming about how over the top it all is. For a soft drink campaign, it went surprisingly hard on the vibes”.
Since 1994, Kate Bush has allowed her music to be used in adverts. However, she has done nothing like the Seiko and Fruitopia adverts. It would be amazing if Bush completed the trilogy, though you feel she does not need to and adverts do not have the same spark and allure. Instead, we can remember fondly two very different advertising campaigns. Fruitopia Bush more the composer, whereas Seiko features her in print adverts and we get to see her. There is still that lingering at the as to whether Kate Bush will…
EVER do it again.
