I saw this tweet from UbuWeb last year and took it as a challenge.
John Cage's music will never be used to sell cars.
— UbuWeb (@ubuweb) November 15, 2012
Two things immediately came to mind: John Cage’s anecdote about his own brush with advertising, and the Volkswagen microbus which he bought with his winnings from an Italian TV game show, for the purpose of driving the Merce Cunningham Dance Company from one gig to the next. The choice of host vehicle was obvious, and I found two suitable advertisements fairly quickly on YouTube. The only rules I set for adding music were (a) no editing and (b) post-1951 “chance” music only.
What was the point of this exercise? Now that it’s done, I realise it’s partly a tribute to Cage’s idealistic thinking, and his belief in the necessity of doing things previously considered impossible. More importantly, it’s about maintaining a true, critical measure of Cage’s achievements and assessing him properly as a composer, not as some supposed paragon of virtue.