While overdosing on Wimbledon 2012 TV coverage over the past few weeks, I noticed a recurring ad for Rolex watches that features Roger Federer. In the 30-second spot the narrator begins by asking “When is greatness achieved?” as we see a montage of Federer’s milestone wins throughout his career interspersed with still shots of him staring into the camera. As one viewer of the ad on YouTube puts it, it’s a pretty epic piece–a great tennis champion plus a great watch. A perfect endorsement too, though in some ways it’s not entirely clear who is endorsing who.
What really makes this Rolex ad epic though, is its music, assembled by Beetroot Music, an English music production company. As music goes, the core of the piece is quite simple, consisting of just three chords over eight measures in the key of f minor, with each chord held for four beats (or one measure of 4/4 time). Here are the chords:
f minor (i chord in f minor)
D-flat major (VI chord, 1st inversion)
C major (V chord, 1st inversion)
f minor (i chord)
D-flat major (VI chord)
C major (v chord, 1st inversion)
f minor (i chord)
f minor (i chord)
The chords are arpeggiated on piano and joined by a pulsating string section. (In older versions of the ad, there is also a booming backbeat–ah, nothing so subtle as classical music with a backbeat!) But as compelling as the spare instrumental arrangement for this 30-second spot is, the ad’s epic quality is primarily signified and suggested through the chords themselves. Let’s take a closer listen.
The first thing to note is that Rolex’s epic sound world is grounded in a minor key–in this case, f minor. Very briefly, in the history of Western concert music going back many hundreds of years, minor keys have long been synonymous with sadness, heaviness, a sense of longing, foreboding, and so on. Basically, a minor key is used to convey the opposite of a major key, which generally speaking is all about happy, brightness, and optimism. Of course, I’m generalizing about the range of meanings inherent in major and minor chords (and meanings are never inherent in anything musical anyway), plus there are a lot of grey areas too. For instance, one can freely mix and match major and minor chords, putting one after another in a sequence called a chord progression. In other words, context is everything in music, and a major chord can sound very differently after a minor chord and vice versa. Also, a simple major or minor chord consists of a triad with three notes–a root note, plus an interval of a third and a fifth above that root. But other intervals can be added on as well, giving major or minor triads very different favors. With added notes, minor is no longer simply sad and major simply happy; the extra tones can make the chords feel emotionally more complex. You can hear this emotional complexity in jazz among many other places.
Having said this, the music in the Rolex commercial doesn’t inhabit any grey areas at all: it’s just straight ahead triads, albeit with a few inversions thrown in to make the chord progression seem more elaborate than it in fact is. So then, the second thing to note about Rolex’s epic sound world besides its use of one minor chord and two major chords in the key of f minor, is its chord progression. Chord progressions have been the basis of Western music–classical as well as popular–for a very long time too. Chord progressions are what create a sense of the music “going somewhere.” The music isn’t actually going anywhere besides traveling through the chords one at a time, of course, but such is the neurological wiring and enculturation of the human imagination that we really feel like the music is taking us on a journey. The Rolex chord progression, while brief, packs a wallop because the i – VI – V – i sequence has such a rich history in our listening lives. We’ve heard it used many, many times without realizing it. It also affects us because the dynamics between its chords are so entrenched in those little movements by one semitone (e.g. the fifth of the i chord moving up to the fifth of VI in 1st inversion, and the third of the V chord moving back to root if the i chord). If you don’t believe me, flip the minor chord to major and the major chords to minor and listen again. I assure you the progression will feel differently.
Perhaps because of its history of heavy use and the dynamics among its major and minor parts, this chord progression continues to speak to us–even when we don’t quite know what is being spoken and how. In fact, the viewer comments on YouTube suggest that Rolex commissioned just the right music to subliminally convey a sense of what the brand is all about: luxury, achievement, precision, pedigree and class. Thus, a viewer named awe4cs asks about the music “Can someone say what’s the name of this ÜBER song?” This sentiment is echoed by others: mrvishal1000 calls the music “epic” and Katherineli notes “There’s so much class in this it’s ridiculous.” Finally, warLock21x speaks of Federer–but perhaps unwittingly too of the 100-year old watch company and the chord progression of the music–as being “of divine descent”.
Here, then, is the commercial: