A long time ago, So You Think You Can Dance was a pretty cool show, and I used to watch it religiously. Back then, they had this one choreographer on the show named Wade Robson who created really weird routines set to really good music (here’s an example), and I always hoped Robson would draw up a dance number to the great Battles song “Atlas.” Never happened, sadly, but it would have been a good match.
I’m not sure I ever wanted to see a Battles song (in this case “Africastle,” the opening track from 2011’s Gloss Drop) used as the soundtrack for a Target commercial in which a pregnant woman obliterates bags of potato chips and Oreos in slow motion, but nobody on Team Battles or in Camp Target called and asked me my opinion. Ah well. Nevertheless, can’t complain when I see a good, weird band getting some wide exposure and cash for their work; maybe Wade Robson will take notice and my fantasy scenario will be made reality. Watch the commersh below.