In 2006, Folgers made what I consider to be one of the best commercials of all time. It was originally going to be featured during the Superbowl but rumor has it that upper management felt the commercial too annoyingly happy to do well. After all, the point of the commercial was that joyous morning sunshine is so intolerable that only through the consumption of Folgers coffee might someone bear it. Hence the campaign slogan “Tolerate Mornings.”
The commercial was met with mixed criticism from viewers. Some found the happy golden dancing people and their intentionally obnoxious singing so annoying that they associated the Folgers brand with that annoyance rather than the intended way to get around it. Others met the commercial with optimism and found the song humorous and memorable. Each chorus was met with an increase of volume and the commercial song even featured a bridge with a rising key-change: both musical qualities emphasize the rising sun rays getting stronger and more invasive. It’s a beautiful example of music-psychology.
As for the video, imagine Ned Flanders dancing around, playing the kazoo in a blond wig, basking in morning sunlight as the Sun’s rays force through the curtains of Homer’s window. It’s quite frankly what every parent with young children have to face on a daily basis.
Sadly, the http://toleratemornings.com/ website and all its goodness is no more, and it doesn’t ever last on YouTube for more than a few months before being removed. I think Folgers insistence of wiping the commercial from existence on all the video boards shows some backward thinking. After all, this is a commercial that they payed television stations to air and these fans are posting it up on the internet for people to watch without Folgers having to pay another dime. It’s a good commercial and they should have made more. Maybe showing the ramifications of a dry dessert that can be overcome by the dark brown richness from a hot cup of Folgers coffee.
Well… here are the lyrics to the best of my knowledge:
[Think Jimmy Durante]
Hah cha cha chahhh
Hah cha cha chahhh
Hello World, we’re shining so bright.
A new day’s here, it’s really dynamite.
Feel the love. Savor the door.
There’s a rainbow for each girl and boy.
On this [clap clap] happy morning! (Rise and shine!)
[clap clap] happy morning! (We’re doin’ fine!)
Get up, get out of bed. You can sleep when you are dead.
Partied hard; stayed up real late.
It’s time for work and you can hardly wait.
Spread the sunshine inside of you.
‘Cause it’s a [clap clap] happy morning! (Happy day!)
[clap clap] happy morning! (It’s nice today!)
Wake up you sleepy head. You can sleep when you are dead …
You can sleep when you are … [very bad Yamaha recorder instrumental]
La la la laaa
La la la laaa
[key change – rises like the sun]
Chahhhhh! Happy morning. (Rise and shine!)
Happy morning. (It’s wake-up time!)
Wake up you sleepy head, you can sleep when you are …
Happy morning. (Happy day!)
Happy morning. (Feel right today!)
Wake up you sleepy head … [fade]
I enjoyed the song so much that I made it into a ringtone (or more appropriately, a wake-up alarm on my iPhone). The audio had to be stripped out of the commercial then carefully amplified and cut to produce the result. Audacity was used for the editing. I can’t remember what was used to pull the audio out of the video file.
Happy Morning Short Edit.m4r for the iPhone.
happy_morning_short_edit.mp3 for other devices.