NCAA March Madness 2012 Commercial – What’s the Song?
The Black Keys happily took the money and ran when it came to featuring their song 'Gold on the Ceiling' in the new NCAA March Madness commercial.
Dan Auerbach and Patrick Carney appear in the clip playing the song live. Their concert performance is edited in with highlights from the college basketball season in a 90-second spot that promotes CBS' coverage of the season-ending championship tournament.
The fact that the Black Keys appear in the March Madness promo isn't exactly breaking news -- on-screen graphics in the spot identify the band and the song title, giving the duo wider exposure. The more interesting aspect is that the Keys are now agreeing to license their songs for use in commercials, something they regret not doing in their early days.
"We turned down a big offer for an amount of money that was more than our parents would make in an entire year," Auerbach explains. "And we were at that point making nothing, touring in a minivan all over the U.S. And we turned it down cause we didn’t want to be labeled sellouts, you know, and then we just kicked ourselves in the ass ever since that. And then we got a second chance, second opportunity at that, when another commercial came and offered money to use our song, and we said yes.”
'Gold On the Ceiling' appears on their latest album, 'El Camino.' Another track from the record, 'Lonely Boy,' is featured in a promo for the HSBC Hong Kong 7s rugby tournament.
Watch the Black Keys' 'Gold on the Ceiling' in the NCAA March Madness Commercial