This ad was a bit of an obsession of mine for a few weeks, earlier this summer. What sounds like a long-lost cut from the Treasure Isle vaults sent me on a wild goose chase for its origins. Running into the room whenever I heard ‘that fit-bit ska’ and plugging lyrics into Google didn’t turn up any help, nor did contacting FitBit directly.
Only when the company finally released the ad on youtube, was the artist and track info finally released. And no, this is not some dusty, old Maytals track, pulled out of some private collection and used to sell wearable tech. This is a brand NEW tune by contemporary artist, Derek Breakfield. Very impressed! Crossing my fingers that they release as a full-length single in the future.
One of my favorite examples of Hip-Hop Ska is Kid Koala’s Skanky Panky was featured in last year’s Starbucks campaign. Starbucks doesn’t play around when it comes to marketing, so I imagine there’s a focus group study proving that ska sells more coffee. I’d like to see this data.
I thought my brain was playing tricks on me when this ad popped up on my TV this morning. Traddy Ska on a major network, what’s going on?
I’m having trouble placing the song… Skatalites or Baba Brooks, I’m sure. But if anyone has the details, please share them with the rest of the class. Eagle-eyed reader reports that it’s Ska Beat by Alton Ellis.