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VanitasVanitatum
Guest
I’ve seen it been used as gag where they have a scene (like someone falling) in slow motion and they play the song over it.
Amazon "Ave Maria" TV commercial
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Loriehus
Guest
It doesn’t matter. This song means a lot spiritually to many people. People get married to this song! Amazon could chose a different song! It seems enough ppl are offended, they should remove it. America seems to bough down to everyone else’s wishes, why not this song!
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Sirach2
Guest
For the 95% of people who truly are inspired and reverence the hymn, but never say a word publicly, there are merely a vociferous 5% that complain loudly and expect the world to dance to their wishes. How 'bout leaving well enough alone?
LeafByNiggle
Well-known member
Are there really that many people that are opposed to the use of this song in the commercial? Perhaps Amazon is just unaware of the reaction that a small number of people have. But I do agree on one point: The commercial might have been better using a different calming piece of music. I think Pachelbel’s Canon in D would have done very nicely as a replacement.
In our society today, small numbers of people — especially if they fit the profile of those who are “darlings of the media” — act as a vanguard to make the larger society defer to their wishes. They strive to get other people “woke” and to make the world over to suit themselves, and because they are “darlings”, because they have elevated victimhood to a fine art (“look how oppressed I am by ‘the man’, isn’t that terrible, poor, poor pitiful me”), because they are so adept at corralling together interest groups and identity groups to support each other’s grievances, they typically get what they want. Saul Alinsky provides the blueprint for social change in his book Rules for Radicals, a book which should be read by everyone who wishes to preserve traditional faith, morality, and social order, to understand how “the other side” operates. And many of his tactics can be used by anyone who needs to mobilize and organize people in advancing a goal — pro-life activism, restoration of traditional liturgy, exposing corruption and abuse of all kinds, and so on. Many “Alinsky tactics” are morally neutral and can be used for good or for evil. The guy knew his stuff.
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blueonion
Guest
While everybody is busy doing their chores… they suddenly heard a heavenly music with the prayer for our beloved Virgin Mary. Then everyone put on a stop, and focus on the presence of it. Great message actually 
We catholic actually experience this in many ways, like during the 3 o’clock prayer and we stop whatever we are doing. Although they fail after they advertise the promos… probably not what the author of the video have in mind
We catholic actually experience this in many ways, like during the 3 o’clock prayer and we stop whatever we are doing. Although they fail after they advertise the promos… probably not what the author of the video have in mind
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Loud-living-dogma
Guest
You know what Amazon should have used instead? “All are welcome” or “Lord, when you come to the seashore”. 
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cccthree
Guest
The tagline at the end of the commercial is “Peace. Delivered.”, and Mary delivered peace, it appears some thought was given to the meaning of the song. And the commercial is equating the song (and by extension Mary and Jesus), with peace. Also the headphones, so I understand some folks being upset, but for my part I’m ok with it.
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Mary2014
Guest
I think I will write to Amazon and tell them how much I love the song. Maybe they’ll play the whole thing.
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sainteriksrose
Guest
I’m torn, too…
But I’m figuring that if it reminds one person to give thanks to God for what He’s blessed them with…
Then imo it is being used for the right purpose.
But I’m figuring that if it reminds one person to give thanks to God for what He’s blessed them with…
Then imo it is being used for the right purpose.
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Ardent_Fire
Guest
As someone that “flips burgers” in advertising – I would venture to guess they chose the song because most people associate it with peak serenity, and as far as their decision making went, that was about it, and the client wanted the ad “yesterday.” Even the ad title makes a reference to Schubert and nothing else. Yes, they could have used many other songs but very few convey the same feelings of beauty and serenity the way the Ave Maria does. That was likely the basis behind their decision – “look how serene this man is”
Yes, it can be disheartening to see such a beautiful and sacred song cynically used in advertising. But I don’t think any harm was intended with it. I don’t think there was any fierce calculation behind it or any kind of blatant targeting of religion or religious people. Most of the time in advertising people are flying by the seat of their pants and coming up with campaigns as quickly as possible that are hit or miss and want client signoff so they can move on to the next thing in their day. Nobody is dressed immodestly or doing anything horrible. It’s the same kind of noisy atmosphere that any family can relate to, and yet this man is enjoying something sacred and beautiful.
Yes, it can be disheartening to see such a beautiful and sacred song cynically used in advertising. But I don’t think any harm was intended with it. I don’t think there was any fierce calculation behind it or any kind of blatant targeting of religion or religious people. Most of the time in advertising people are flying by the seat of their pants and coming up with campaigns as quickly as possible that are hit or miss and want client signoff so they can move on to the next thing in their day. Nobody is dressed immodestly or doing anything horrible. It’s the same kind of noisy atmosphere that any family can relate to, and yet this man is enjoying something sacred and beautiful.
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yaya
Guest
Anagrams, Amazon and the Ave Maria
Why the Outcry Against Amazon’s Newest Commercial Ignores the Great Commission
[Kathy Schiffer] ncregister/blog/
I admit it: I’m a Wordscapes junkie. Since discovering PeopleFun Studio’s popular word scramble on my smartphone, I’ve grabbed little minutes in the car, or waiting for the microwave to signal that lunch is warm, to peruse the anagrams. It’s a healthy mental exercise, I tell myself – thus excusing the time I waste trying to unscramble the letters, happy to discover little words inside of bigger words.
And one of the little pleasures that I derive from playing the game is seeing the casual integration of faith into everyday life. Not that Wordscapes is a Christian game per se ; rather, the writers just seem to take it for granted that along with everyday secular words like “duel” and “nice” and “isle” there are specifically religious words, like “amen” and “rosary” and “kneel” and “holy” and “pope.” It’s not necessary to check one’s faith at the door in order to play the game. Isn’t it great, I say to myself, that these religious words are integrated into everyday parlance?
That’s how I felt, too, when I first saw Amazon’s new television commercial featuring a soothing rendition of Schubert’s Ave Maria. You know the ad: A couple of cute kids are staging “band practice” with drums and a spiky hairdo created with gel; both the drums and the hair gel were ordered through Amazon Prime. The commotion has awakened the mom, but the dad sits oblivious in the living room, wearing noise-canceling headphones and smiling to the strains of the Ave Maria. Like the hair gel and the drum set, dad’s headphones were ordered through Amazon Prime.
Anyway, I loved the commercial – because the still-life photos were truly memorable, but also because a Marian hymn is given such prominence on national TV. It’s not a “religious” advertisement per se ; but the message of faith is front and center. Perhaps Amazon’s creative advertising department didn’t intend to proselytize, and someone simply chose a classic composition that was especially serene. God can use any situation for good; and certainly there are those among the viewing audience who may be hearing the Ave Maria for the first time. Perhaps someone out there in TV-Land wonders enough to look it up, and learns something about Catholics’ devotion to the Mother of God. Perhaps someone else hasn’t thought of faith matters for years, but is drawn to the lyrics and reconsiders his Christian roots. Someone else may just enjoy the fine music. It’s all good.
Perhaps playing a Marian hymn seems less effective than preaching the gospel, admonishing the sinner, inviting people to embrace the Catholic faith. But then again, for those who will never enter a Catholic church to hear a life-changing homily, Amazon’s apparently controversial commercial may be their only opportunity to reflect on the beauty and truth that is the Church.
Why the Outcry Against Amazon’s Newest Commercial Ignores the Great Commission
[Kathy Schiffer] ncregister/blog/
I admit it: I’m a Wordscapes junkie. Since discovering PeopleFun Studio’s popular word scramble on my smartphone, I’ve grabbed little minutes in the car, or waiting for the microwave to signal that lunch is warm, to peruse the anagrams. It’s a healthy mental exercise, I tell myself – thus excusing the time I waste trying to unscramble the letters, happy to discover little words inside of bigger words.
And one of the little pleasures that I derive from playing the game is seeing the casual integration of faith into everyday life. Not that Wordscapes is a Christian game per se ; rather, the writers just seem to take it for granted that along with everyday secular words like “duel” and “nice” and “isle” there are specifically religious words, like “amen” and “rosary” and “kneel” and “holy” and “pope.” It’s not necessary to check one’s faith at the door in order to play the game. Isn’t it great, I say to myself, that these religious words are integrated into everyday parlance?
That’s how I felt, too, when I first saw Amazon’s new television commercial featuring a soothing rendition of Schubert’s Ave Maria. You know the ad: A couple of cute kids are staging “band practice” with drums and a spiky hairdo created with gel; both the drums and the hair gel were ordered through Amazon Prime. The commotion has awakened the mom, but the dad sits oblivious in the living room, wearing noise-canceling headphones and smiling to the strains of the Ave Maria. Like the hair gel and the drum set, dad’s headphones were ordered through Amazon Prime.
Anyway, I loved the commercial – because the still-life photos were truly memorable, but also because a Marian hymn is given such prominence on national TV. It’s not a “religious” advertisement per se ; but the message of faith is front and center. Perhaps Amazon’s creative advertising department didn’t intend to proselytize, and someone simply chose a classic composition that was especially serene. God can use any situation for good; and certainly there are those among the viewing audience who may be hearing the Ave Maria for the first time. Perhaps someone out there in TV-Land wonders enough to look it up, and learns something about Catholics’ devotion to the Mother of God. Perhaps someone else hasn’t thought of faith matters for years, but is drawn to the lyrics and reconsiders his Christian roots. Someone else may just enjoy the fine music. It’s all good.
Perhaps playing a Marian hymn seems less effective than preaching the gospel, admonishing the sinner, inviting people to embrace the Catholic faith. But then again, for those who will never enter a Catholic church to hear a life-changing homily, Amazon’s apparently controversial commercial may be their only opportunity to reflect on the beauty and truth that is the Church.
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