Meta is facing a mixed reaction to its latest Instagram ad promoting artificial intelligence, which features a David Bowie song about the world ending. The ad aims to reassure viewers that AI won't lead to disconnection or obsolescence, but its soundtrack choice has raised eyebrows.
The ad, posted on Meta's official Instagram account, uses snippets of David Bowie's 1972 track "Five Years." While the visuals show heartwarming scenes of family, connection, and even a basketball player waving to fans, the song famously depicts a world facing its final moments. The lyrics featured in the ad focus on the overwhelming nature of human experience, but conspicuously omit the song's opening lines about "news had just come over / We had five years left to cry in" and "Earth was really dying."
Meta spokesperson Francis Brennan defended the choice, citing an interpretation of Bowie's intent that emphasized optimism for the future and a playful critique of technological advancement. He pointed to a quote attributed to Bowie suggesting a desire to "turn the feeling the other way, into a wave of optimism" and to "take the micky out of the future." However, other sources, including Bowie's drummer Mick Woodmansey, have described the song as being about "the end of the world and pretty depressing," with Woodmansey recalling Bowie being in tears during its recording.
Critics, like Jeremy D. Larson of Pitchfork, note that using songs out of context in advertising is common but find Meta's selection particularly striking. "Meta choosing this specific song where the context for human connection is the apocalypse seems either really ignorant or really insidious," Larson commented, adding that while it could be seen as "genius," it also feels "nonconsensual" in its application to AI. Meta CEO Mark Zuckerberg stated the company is focused on empowering individuals and ensuring technology benefits everyone.
This ad follows a trend of tech companies attempting to counter public fears about their innovations. Recently, Anthropic released an ad questioning the future of AI, and Google showcased an ad where Gemini helped draft a letter for an aspiring athlete. Even the infamous 2022 FTX Super Bowl ad, which featured Larry David dismissing inventions, ended with a plea not to miss out on crypto, a stark reminder of the company's subsequent bankruptcy.
