You've probably seen that Macy's commercial that takes that song from that musical about poor kids dying of AIDS in 1989 and juxtaposes it with images of delicate silver jewelry. And, if you're like me, you've thought: What the fuck?
I don't think I'm exaggerating at all here when I say that this is one of the most uncomfortably bad song choices to be featured in a commercial in awhile, and, forgive me for sounding like Seth Meyers here, but REALLY?!, Macy's? REALLY?! And, to whoever sold the rights to that song: REALLY?!
I get that Macy's is trying to somehow harness the hopeful optimism of the words of the song, that they're trying to communicate to viewers that buying shit for those you love is appropriate for all seasons (seasons of LOVE!), but, in case every single one of the people who green lit this have forgotten: Rent is a musical about being poor and having AIDS. And it's 1989. And many of the characters are dying of AIDS. Do you really want to associate dying of AIDS with your line of your products? And how about the fact that the commercial ends with a shot of a bride haughtily flashing her big sparkly ring at the camera? You know who can't get married, bride? Gay people, some of whom have been disproportionately affected by AIDS. And people who died of AIDS in 1989.