The Cruel (But Effective) Agony of the Kars4Kids Jingle

Kars4Kids, YouTube
Kars4Kids, YouTube

It can happen suddenly and without warning. Driving in your vehicle, a commercial break comes on. In addition to the standard pleas to use a specific laundry detergent or contemplate debt consolidation, the voice of a preadolescent, out-of-tune child materializes. Your grip on the steering wheel gets tighter. The child begins to warble:

1-877-Kars-4-Kids, K-A-R-S Kars for Kids, 1-EIGHT-SEVEN-SEVEN-Kars-4-Kids, Donate Your Car Today …

An adult breaks in to repeat the lyrics. The two begin to sing in unison:

1-877-Kars-4-Kids, K-A-R-S Kaaaaars for Kiiiids…Donate Your Car Today!

In roughly a minute, it’s over. You go on with your day. But the song’s repetitive melody sticks to your brain like sap. You hear it when preparing dinner. While brushing your teeth. As you put your head on the pillow. When it's finally worked its way out of your brain and you've started to forget, it reappears.

The song is engineered to be obnoxious. And its producers wouldn't have it any other way.

 
 

Since 1999, an untold number of Americans have found themselves reduced to mewling heaps of distress following exposure to the Kars4Kids jingle. The 501(c) nonprofit organization based in Lakewood, New Jersey, spends up to $17 million annually making sure this earwig of a commercial is played across the country. While the purpose is not expressly to annoy you, the fact that the song is irritating is what makes it memorable. And successful. And more than a little controversial.

Kars4Kids began in 1995 as a way to capitalize on the trend of automotive owners donating their unwanted cars in exchange for a tax deduction. Owners who donate their vehicles are able to get an IRS write-off—though typically for only a percentage of the current value—if they declare it a charitable donation. Kars4Kids arranges for the vehicle to be towed away and sold at auction, with proceeds going to afterschool and summer programs for students.

According to the organization, business was slow until one of their volunteers had an idea to craft a commercial song. The melody was purchased from a singer and songwriter named Country Yossi, and Kars4Kids enlisted a child to perform it at an in-house recording session. It debuted in the New York market in 1999, and spread like the plague to the West Coast by 2005 and nationally by 2007.

Aside from Yossi, however, the company has repeatedly declined to identify anyone else involved with creating the song. The reason? Death threats. The tune has apparently enraged people to the point of contemplating murder. Speaking to SanFranciscoGate.com in 2016, music cognition expert Elizabeth Hellmuth Margulis said that the combination of repetitive structure and the overly simplistic message was engineered to grate the listener's nerves.

“This simple melodic line is also probably responsible for some of the annoyance,” she said. “These kinds of three and four note lines are often the ones specially crafted for kids learning how to play instruments ... It probably conjures up associations of painful practice sessions.”

 
 

The line between irritating and memorable is often blurry. Kars4Kids has repeatedly pointed to the song as being effective in driving telephone traffic to their number. When they debuted a television commercial in 2014—complete with lip-syncing kids who subsequently got bullied for their participation in the spot—donations went up by 50 percent. To date, the company has received 450,000 cars. In 2017, contributions totaled $39 million.

Surprisingly, people have reserved animosity for something other than the commercial. In 2017, Minnesota's attorney general chastised Kars4Kids for not making it clear to donors that many of the children who benefit from the fundraising are located in the northeast: Kids in Minnesota received just $12,000 of the $3 million raised in that state. Other times, the organization has been criticized for leaving information out of their solicitations. In 2009, both Pennsylvania and Oregon fined the charity for failing to disclose a religious affiliation. (Most of the funds raised go toward Orthodox Jewish groups.) Oregon’s Department of Justice said that Kars4Kids needed to disclose such information in its ads.

Those speed bumps aside, the jingle shows no signs of leaving the airwaves any time soon. Rather than run from the negative response, Kars4Kids marinates in it, sharing hateful diatribes from others on social media.

“Newer people join the [media] team and when they are first exposed to the level of hatred on Twitter they'll be like, 'Are you sure you think this is a good idea that we should keep on playing this?,'" Wendy Kirwan, Kars4Kids’s director of public relations, told Billboard in 2016. “And we've looked at that time and again, and we've come to the conclusion that it's definitely worth sticking with.”

Google Creates First AI Doodle for Bach’s Birthday

Google
Google

Although there’s some debate about Johann Sebastian Bach’s exact birth date, today is roughly the 334th anniversary of the famous composer’s birth. In celebration of Bach’s contributions to a genre that would later be called classical music, Google created a Doodle that lets users create a song in Bach’s signature style.

Google has created musical Doodles before, but what sets this one apart is that it’s the first-ever Doodle powered by artificial intelligence, according to Newsweek. In this case, users create a simple melody by choosing their preferred notes on a musical staff, then increasing or decreasing the pace (measured in beats per minute, or BPM) or changing the key, if desired. Once satisfied, all they have to do is hit the “harmonize” button and let AI create a more sophisticated tune.

Fortunately for Google, there was a lot of material to draw from. Bach was a busy man, creating more than 1100 compositions in his lifetime (while also finding time to father 20 children). However, for this Doodle, a machine-learning model called Coconet was fed a portion of his oeuvre—306 harmonies in total. In addition to being trained to recognize the musical patterns in Bach's work, the model is also capable of creating harmonies, smooth transitions, and compositions from scratch.

“So when you create a melody of your own on the model in the Doodle, it harmonizes that melody in Bach's specific style,” Google explained in a statement. And just for fun, there’s a feature that lets you hear what the harmony would sound like in a modern rock style.

For a behind-the-scenes look of how the Bach Doodle was made, from both an artistic and technical perspective, check out Google’s video below.

[h/t Newsweek]

11 Facts About Johann Sebastian Bach

Illustration by Mental Floss. Image: Rischgitz, Getty Images
Illustration by Mental Floss. Image: Rischgitz, Getty Images

Johann Sebastian Bach is everywhere. Weddings? Bach. Haunted houses? Bach. Church? Bach. Shredding electric guitar solos? Look, it’s Bach! The Baroque composer produced more than 1100 works, from liturgical organ pieces to secular cantatas for orchestra, and his ideas about musical form and harmony continue to influence generations of music-makers. Here are 11 things you might not know about the man behind the music.

1. There's some disagreement about when he was actually born.

Some people celebrate Bach’s birthday on March 21. Other people light the candles on March 31. The correct date depends on whom you ask. Bach was born in Thuringia in 1685, when the German state was still observing the Julian calendar. Today, we use the Gregorian calendar, which shifted the dates by 11 days. And while most biographies opt for the March 31 date, Bach scholar Christopher Wolff firmly roots for Team 21. “True, his life was actually 11 days longer because Protestant Germany adopted the Gregorian calendar in 1700,” he told Classical MPR, “but with the legal stipulation that all dates prior to Dec. 31, 1699, remain valid.”

2. He was at the center of a musical dynasty.

Bach’s great-grandfather was a piper. His grandfather was a court musician. His father was a violinist, organist, court trumpeter, and kettledrum player. At least two of his uncles were composers. He had five brothers—all named Johann—and the three who lived to adulthood became musicians. J.S. Bach also had 20 children, and, of those who lived past childhood, at least five became professional composers. According to the Nekrolog, an obituary written by Bach’s son Carl Philipp Emanuel Bach, "[S]tarting with Veit Bach, the founding father of this family, all his descendants, down to the seventh generation, have dedicated themselves to the profession of music, with only a few exceptions."

3. He took a musical pilgrimage that puts every road trip to Woodstock to shame.

In 1705, 20-year-old Bach walked 280 miles—that's right, walked—from the city of Arnstadt to Lübeck in northern Germany to hear a concert by the influential organist and composer Dieterich Buxtehude. He stuck around for four months to study with the musician [PDF]. Bach hoped to succeed Buxtehude as the organist of Lübeck's St. Mary's Church, but marriage to one of Buxtehude's daughters was a prerequisite to taking over the job. Bach declined, and walked back home.

4. He brawled with his students.

One of Bach’s first jobs was as a church organist in Arnstadt. When he signed up for the role, nobody told him he also had to teach a student choir and orchestra, a responsibility Bach hated. Not one to mince words, Bach one day lost patience with a error-prone bassoonist, Johann Geyersbach, and called him a zippelfagottist—that is, a “nanny-goat bassoonist.” Those were fighting words. Days later, Geyersbach attacked Bach with a walking stick. Bach pulled a dagger. The rumble escalated into a full-blown scrum that required the two be pulled apart.

5. He spent 30 days in jail for quitting his job.

When Bach took a job in 1708 as a chamber musician in the court of the Duke of Saxe-Weimar, he once again assumed a slew of responsibilities that he never signed up for. This time, he took it in stride, believing his hard work would lead to his promotion to kapellmeister (music director). But after five years, the top job was handed to the former kapellmeister’s son. Furious, Bach resigned and joined a rival court. As retribution, the duke jailed him for four weeks. Bach spent his time in the slammer writing preludes for organ.

6. The Brandenburg Concertos were a failed job application.

Around 1721, Bach was the head of court music for Prince Leopold of Anhalt-Köthen. Unfortunately, the composer reportedly didn’t get along with the prince’s new wife, and he started looking for a new gig. (Notice a pattern?) Bach polished some manuscripts that had been sitting around and mailed them to a potential employer, Christian Ludwig, the Margrave of Brandenburg. That package, which included the Brandenburg Concertos—now considered some of the most important orchestral compositions of the Baroque era—failed to get Bach the job [PDF].

7. He wrote an amazing coffee jingle.

Bach apparently loved coffee enough to write a song about it: "Schweigt stille, plaudert nicht" ("Be still, stop chattering"). Performed in 1735 at Zimmerman’s coffee house in Leipzig, the song is about a coffee-obsessed woman whose father wants her to stop drinking the caffeinated stuff. She rebels and sings this stanza:

Ah! How sweet coffee tastes
More delicious than a thousand kisses
Milder than muscatel wine.
Coffee, I have to have coffee,
And, if someone wants to pamper me,
Ah, then bring me coffee as a gift!

8. If Bach challenged you to a keyboard duel, you were guaranteed to be embarrassed.

In 1717, Louis Marchand, a harpsichordist from France, was invited to play for Augustus, Elector of Saxony, and performed so well that he was offered a position playing for the court. This annoyed the court’s concertmaster, who found Marchand arrogant and insufferable. To scare the French harpsichordist away, the concertmaster hatched a plan with his friend, J.S. Bach: a keyboard duel. Bach and Marchand would improvise over a number of different styles, and the winner would take home 500 talers. But when Marchand learned just how talented Bach was, he hightailed it out of town.

9. Some of his music may have been composed to help with insomnia.

Some people are ashamed to admit that classical music, especially the Baroque style, makes them sleepy. Be ashamed no more! According to Bach’s earliest biographer, the Goldberg Variations were composed to help Count Hermann Karl von Keyserling overcome insomnia. (This story, to be fair, is disputed.) Whatever the truth, it hasn’t stopped the Andersson Dance troupe from presenting a fantastic Goldberg-based tour of performances called “Ternary Patterns for Insomnia.” Sleep researchers have also suggested studying the tunes’ effects on sleeplessness [PDF].

10. A botched eye surgery blinded him.

When Bach was 65, he had eye surgery. The “couching” procedure, which was performed by a traveling surgeon named John Taylor, involved shoving the cataract deep into the eye with a blunt instrument. Post-op, Taylor gave the composer eye drops that contained pigeon blood, mercury, and pulverized sugar. It didn’t work. Bach went blind and died shortly after. Meanwhile, Taylor moved on to botch more musical surgeries. He would perform the same procedure on the composer George Frideric Handel, who also went blind.

11. Nobody is 100 percent confident that Bach is buried in his grave.

In 1894, the pastor of St. John’s Church in Leipzig wanted to move the composer’s body out of the church graveyard to a more dignified setting. There was one small problem: Bach had been buried in an unmarked grave, as was common for regular folks at the time. According to craniologist Wilhelm His, a dig crew tried its best to find the composer but instead found “heaps of bones, some in many layers lying on top of each other, some mixed in with the remains of coffins, others already smashed by the hacking of the diggers.” The team later claimed to find Bach’s box, but there’s doubt they found the right (de)composer. Today, Bach supposedly resides in Leipzig’s St. Thomas Church.

SECTIONS

arrow
LIVE SMARTER