No one really needs a Fossil smartwatch, just like no one really needs a bright, sparkly new Beck song that sounds way too much like Maroon 5 for comfort. But the two things sure do make sense together. Earlier this week, we posted a new Beck song called “Up All Night,” which appears in the new video game FIFA ’17 and which randomly showed up on YouTube. Beck’s label took down the YouTube, naturally, but not before many of us learned that it’s the blandest, most personality-free song of Beck’s entire career. However, if Beck was really just trying to write a song that could appear in a TV commercial — a distinct possibility, if you’ve heard the song — then he got his wish. “Up All Night” appears in a new Fossil commercial, where models show off their goofy watches to this goofy song. Experience it below.
Welcome to the brave new world, where your watch can do all sorts of unnecessary bullshit and where Beck sounds like Passion Pit.