Tag Archives: Sting history

Sting: “Russians”
1985

1985 CD single for Sting’s ‘Russians’ song. Click for digital.
1985 CD single for Sting’s ‘Russians’ song. Click for digital.
     Among musicians producing music aimed at the Cold War is British singer/songwriter Sting. In 1985 Sting thought this an important arena for song, and he produced one with a message and point of view — a song that became popular for time, especially in Europe.

Formerly a member of the rock group Police, Sting had embarked on a new phase in his career. His debut solo album, The Dream of the Blue Turtles, released in June 1985, included a song entitled “Russians,” which was also released as a single in November that year.

 

Music Player
Sting: “Russians”
[scroll down for lyrics]

     Ronald Reagan was President of the United States at the time, and Margaret Thatcher was Prime Minister of the U.K.  In the Soviet Union, a succession of three leaders had occurred in the early- to mid-1980s: Yuri Andropov, Konstantin Chernenko, and Mikhail Gorbachev. The nuclear arsenals of the two “superpowers” — as the U.S. and the Soviet Union were then called  — were still aimed at each other. 

     Sting’s song was leveled at both sides, drawing on the Cold War’s nuclear rhetoric, which by the early- and mid-1980s was running quite hot between the U.S. and Russia, with Europe caught in the middle.  Sting set his lyrics to the dirge-like Russian music of Sergei Prokofiev’s Lieutenant Kije Suite.  His song covers some Cold War history, the bomb’s origins, and the tough talk that began in the 1950s.

 

“Mr. Khrushchev Says…”

Nikita Khrushchev, 1950s.
Nikita Khrushchev, 1950s.

     Sting first points to the famous November 1956 line by Soviet premier Nikita Khrushchev, who said, generally translated, “we will bury you” meaning the capitalist West. Khrushchev was addressing Western ambassadors at a Polish embassy reception in Moscow on November 18, 1956 when he made the remarks. 

Time magazine about a week later reported on Khrushchev’s speech, noting that he said, in part:  “…Whether you like it or not, history is on our side.  We will bury you!”

There were some differences over the exact translation of Khrushchev’s words, interpreted by some as “we will dig you in,” or to mean “we will attend your funeral.”

Khrushchev on the cover of Time magazine early September 1961 when the Soviets resumed nuclear testing.
Khrushchev on the cover of Time magazine early September 1961 when the Soviets resumed nuclear testing.
     Khrushchev himself, some years later in August 1963, in remarks he made in Yugoslavia, offered further clarification: 

“I once said, ‘We will bury you,’ and I got into trouble with it.  Of course we will not bury you with a shovel.  Your own working class will bury you.” Khrushchev was here referring to the Marxist proletariat as “the undertaker of capitalism” with communism the ultimate victor. 

In any case, “we will bury you” is what stuck and became a famous line from the mid-1950s on. Everyone knew the threat and implication. Republican U.S. Senator Barry Goldwater, when he ran for president in 1964, used a clip of Khrushchev making the remark during his presidential campaign. Khrushchev came off as a gruff and hostile leader in his speeches, prone to expressive outbursts. 

In an October 1960 speech at the United Nations (photo above), he reportedly pounded his shoe on the rostrum for effect. His unpredictable and blunt style, made him even more menacing in Western eyes. In any case, he was one of those Russian leaders who augured the Cold War ideology deeply into the world’s psyche in those years, which is why, no doubt, Sting chose to use him in the song.

 

“Oppenheimer’s Deadly Toy…”

J. Robert Oppenheimer, Life magazine cover, October 10, 1949.
J. Robert Oppenheimer, Life magazine cover, October 10, 1949.
     Sting also touches on the origins of the bomb, with the line: “how can I save my little boy from Oppenheimer’s deadly toy.”  Oppenheimer here is J. Robert Oppenheimer (1904- 1967), the American theoretical physicist and University of California, Berkeley physics professor who is known as “The Father of the Atomic Bomb.”  He was the scientific director of the Manhattan Project: the World War II effort to develop the first nuclear weapons at the secret Los Alamos National Laboratory in New Mexico.  Much has been written about Oppenheimer’s changing views on the value of nuclear weapons, first believing they would end all wars, then in later years trying to put the genie back in the bottle. 

Oppenheimer explaining the atomic bomb to U.S. military leaders, 1946.
Oppenheimer explaining the atomic bomb to U.S. military leaders, 1946.
     At the Trinity test in New Mexico, where the first bomb was tested in 1945, Oppenheimer is said to have uttered phrases from the Bhaga- vad Gita, an important Sanskrit Hindu scripture, including:  “If the radiance of a thousand suns were to burst at once into the sky, that would be like the splendor of the mighty one,” and, “Now I am become Death, the destroyer of worlds.”

     The bomb that Oppenheimer and his team developed was used on Japan during WWII, dropped on two cities in August 1945 — Hiroshima and Nagasaki — touching off for decades thereafter, an escalating nuclear arms contest between the U.S. and the Soviet Union.  The understanding that followed with the nuclear arms build-up in both the U.S. and Soviet Union was that any nuclear exchange between the superpowers would result in all-out war and “Mutually Assured Destruction” (MAD).


“Winnable War”

     In 1981, as the Administration of U.S. President Ronald Reagan assumed power in Washington, there began some tough and loose talk about the use of nuclear weapons.  Reagan himself remarked at one point, for example, “Yes, there could be a limited nuclear war in Europe.” “The probability of nucle- ar war is 40 percent …and our strategy is winnable nuclear war.”
                -Richard Pipes, 1982
And Secretary of State Alexander Haig in 1981 also said: “We have contingency plans to fire a [nuclear] warning shot at the Soviet Union, warning of U.S. intentions to begin a nuclear war.”  By late 1981, as reported by the New York Times, President Reagan approved a National Security Decision Document committing the United States to fight and win a global nuclear war.  And some of Reagan’s top advisors at the time were quite clear on their positions.  “There is no alternative to war with the Soviet Union if the Russians do not abandon communism,” said Richard Pipes, a top Reagan adviser in 1981.  And Pipes again in 1982:  “The probability of nuclear war is 40 percent…and our strategy is winnable nuclear war.”  This, no doubt, is what Sting is singing about in the next verse of his song:

“There is no historical precedent,
To put the words in the mouth of the president
There’s no such thing as a winnable war
It’s a lie that we don’t believe anymore…”

 

Ronald Reagan and his ‘Star Wars’ defense initiative on Time’s cover, April 4, 1983.
Ronald Reagan and his ‘Star Wars’ defense initiative on Time’s cover, April 4, 1983.

 

“We Will Protect You…”

     Next came Ronald Reagan’s Strategic Defense Initiative (SDI), also known as “Star Wars,” a take-off on the popular 1977 film of that name by George Lucas.  Reagan gave his “Star Wars” speech on March 23, 1983, proposing a space-based defense system equipped with high-powered lasers that would shoot down incoming Soviet missiles. 

     Only a few weeks earlier, on March 8, 1983, Reagan had given his “Evil Empire” speech, in which he pointedly meant the Soviet Union.  In an earlier speech to the British House of Commons on June 8, 1982, although he did not use the exact phrase “evil empire,” Reagan had sounded similar anti-Soviet themes, outlining the evils of totalitarianism. 

     All of this rhetoric was needed, in part, to justify the new nuclear defense hardware Reagan was proposing.  But the “Star Wars” plan brought protests from Congress, Europe, and elsewhere, and was also charged with violating other international measures to prohibit the militarization of space.  Still, the Reagan Administration charged ahead with money and planning as the U.S. Defense Department began to work on the new program.  But Sting, in his song, wasn’t buying the idea of protection.

“Russians”
Sting – 1985

In Europe and America
There’s a growing feeling of hysteria
Conditioned to respond to all the threats
In the rhetorical speeches of the Soviets

Mr. Khrushchev said we will bury you
I don’t subscribe to this point of view
It would be such an ignorant thing to do
If the Russians love their children too

How can I save my little boy
From Oppenheimer’s deadly toy
There is no monopoly of common sense
On either side of the political fence

We share the same biology
Regardless of ideology
Believe me when I say to you
I hope the Russians love their children too

There is no historical precedent
To put words in the mouth of the President
There’s no such thing as a winnable war
It’s a lie we don’t believe anymore

Mr. Reagan says we will protect you
I don’t subscribe to this point of view
Believe me when I say to you
I hope the Russians love their children too

We share the same biology
Regardless of ideology
What might save us, me and you
Is if the Russians love their children too

 

“…The Same Biology”

     In his song, Sting’s plea is for common sense.  “We share the same biology, regardless of ideology,” he says in one of  the lines, asking more or less, why do we want to kill one another; what’s the sense in that?  His hope: “that the Russians love their children too.”

In a later interview in 1994, Sting gave some of the background on this song and how it came about:

     “Russians” is a song that’s easy to mock, a very earnest song, but at the time it was written —  at the height of the Reagan-Rambo paranoia years, when Russians were thought of as grey sub-human automatons only good enough to blow up — it seemed important.  I was living in New York at the time, and a friend of mine had a gizmo that could pull the signal from the Russian satellite.  We’d go drinking and then watch Russian morning shows in the middle of the night.  It was apparent from watching these lovingly made kids shows that Russians weren’t quite the automatons that we’d been told they were.  The song was also precipitated by my son asking me if there was a bomb that existed that could blow up the world, and I had to tell him, ‘Actually, yeah, there is.’  So he was introduced to that horror, the horror we’ve all lived with for most of our lives.  It’s very cheeky to have stolen a bit of Prokofiev and stuck it in a pop song, but in that context it was right.  (See more Sting comments on this song under “discography” at his website).

In the mid-1980s, with the escalating nuclear rhetoric, the outlook did not seem bright. And Sting’s song found its listeners. Around the world, the song rose on the pop charts.

U.K. rock star, Sting.
U.K. rock star, Sting.
In France, the song did especially well, peaking at No. 2 for three weeks and remaining in the top 50 for 19 weeks. In France the single also reached “gold” sales status, selling more than 500,000 copies. The single also hit No. 8 on the Dutch charts; No. 11 on the Irish charts; No. 16 on the Swedish charts; No. 13 on the Swiss charts; No. 12 on the U.K. singles chart; and No. 16 the U.S. Billboard Hot 100.

     In his music, Sting has not been reticent about raising political matters, or incorporating current events into his songs, which he would continue to do throughout his career.  In fact, on The Dream of the Blue Turtles album, in addition to “Russians,” there are two other “social concerns” songs — “Children’s Crusade,” about heroin addition, and “We Work the Black Seam,” about the 1984 U.K. coal miners’ strike and nuclear power plants.

Later publication of Jonathan Schell’s “The Fate of the Earth,” also incorporating later book, “The Abolition”. Click for book.
Later publication of Jonathan Schell’s “The Fate of the Earth,” also incorporating later book, “The Abolition”. Click for book.
Scene from 1983 TV film, “The Day After,” here showing a nuclear detonation near Ft. Riley, Kansas. Click for DVD.
Scene from 1983 TV film, “The Day After,” here showing a nuclear detonation near Ft. Riley, Kansas. Click for DVD.


Citizen Protest

Nuclear Freeze

Among the contributing reasons Sting’s “Russians” song found a receptive audience around the world was the fact that through the early and mid-1980s a U.S. and global activism had emerged around the idea of a “nuclear freeze” – meaning that the U.S. and Russia should then halt their nuclear build-ups, and move to de-nuclearize.

A very powerful global, grassroots and political movement emerged around this idea – to stop the nuclear arms race. It was helped along by scientific and popular initiatives that gave it “political legs” throughout the 1980s, to the point where even Ronald Reagan would soften his aggressive position, admitting at one point that a nuclear war could not be won.

Millions of people signed petitions and hundreds of thousands marched in street demonstrations in major cities. U.S. public opinion polls in 1982 and 1983 indicated an average of 72 percent supporting a Nuclear Freeze, with 20 percent in opposition.

Contributing to the popular sentiment supporting the freeze movement were scientific theories and projections of a possible “nuclear winter” – a prolonged global climatic cooling hypothesized to occur following a nuclear war (caused by bombing-induced firestorms that would inject soot into the stratosphere, blocking sunlight, resulting in widespread crop failure and famine).

In early 1982, Jonathan Schell, a prominent journalist, wrote a series of essays for The New Yorker magazine that became a best-selling book, The Fate of the Earth, (March 1982) which cast nuclear war as global extinction event rather than a military-political battle between nation states.

In the U.S. Senate, Ted Kennedy(D-MA) and Mark Hatfield (R-OR) introduced a Freeze resolution in March 1982, and in May 1982, the U.S. House of Representatives passed a Freeze resolution by a vote of 278 to 149.

In November 1983, an ABC-TV film, The Day After – which followed the residents of a Midwestern city during and after a nuclear attack – also moved public opinion, as nearly 100 million Americans had watched the initial broadcast.

1984 book “The Cold and The Dark,” on nuclear winter, featured writing by Carl Sagan & others. Click for book.
1984 book “The Cold and The Dark,” on nuclear winter, featured writing by Carl Sagan & others. Click for book.
In 1984, the Nuclear Freeze was backed by all the major candidates for the Democratic presidential nomination and became part of the Democratic Party’s presidential campaign platform.

Carl Sagan, a popular scientist, and his colleagues, published and promoted work on nuclear winter, which was adopted and advanced by activists to dispel the notion of surviving a nuclear war.

In 1984, The Cold and the Dark was published – the record of a 1983 Washington, D.C. conference of more than 200 scientists on the global climate and biological consequences of nuclear war, featuring two principal papers by Carl Sagan and Paul Ehrlich.

With the re-election of Ronald Reagan in the fall of 1984, and declining media attention to the nuclear issue, the nuclear freeze movement lost some of its steam and reorganized into various anti-nuclear, disarmament, and peace efforts. However, the Nuclear Freeze campaign in the U.S. and abroad can take credit for generating pressure that moved Ronald Reagan and his administration to reverse their hard-line stand, even to the point where Reagan – to the surprise of his Secretary of State, George Shultz – began privately entertaining the idea of proposing to his Russian counterparts that they eliminate all nuclear weapons.

In 1987, Ronald Reagan and Mikhail Gorbachev, in historic meetings, agreed to reduce nuclear arsenals as intermediate- and shorter-range nuclear missiles were later eliminated. In early November 1989, the Berlin Wall began to come down, and by December 31, 1991 the Soviet Union formally dissolved, ending the Cold War. The worry about nuclear weapons, however, did not dissipate, especially for those stockpiled in the Soviet Union during the Cold War that could now find their way to terrorists or rogue nations.


"Russians" - Sting, 2022.
"Russians" - Sting, 2022.

“Russians” Redux

Fast forward to February 2022. Russia, under KGB-bred Vladimir Putin, invaded an innocent, peace-loving and independent Ukraine in a bloody and destructive war, seeking a military takeover there, while threatening European security and world peace. Once again, renewed Cold War fears and nuclear threats came to the fore, as Europe and NATO sought to sanction and isolate Russia for its insane aggression. And once again, as well, Sting’s “Russians” – nearly four decades after its first release – became relevant for another round of listening and consideration. In fact, in early March 2022, following Russia’s invasion of Ukraine, Sting posted a video on Instagram of himself singing the song along with this note:

…“I’ve only rarely sung this song in the many years since it was written, because I never thought it would be relevant again. But, in the light of one man’s bloody and woefully misguided decision to invade a peaceful, unthreatening neighbor, the song is, once again, a plea for our common humanity. For the brave Ukrainians fighting against this brutal tyranny and also the many Russians who are protesting this outrage despite the threat of arrest and imprisonment – We, all of us, love our children. Stop the war.”

Sting also recorded an acoustic version of the song in 2022, with proceeds going to humanitarian and medical aid in Ukraine.

CD cover of 1988 Sting single, ‘They Dance Alone.’ Click for digital.
CD cover of 1988 Sting single, ‘They Dance Alone.’ Click for digital.
     Over the years, Sting has used his talents to send other musical messages. A classic in this vein is his 1987 song, “They Dance Alone”(Gueca Solo), about women in Chile who assemble in quiet protest to dance “with the invisible ones” — their fathers, husbands, sons, and brothers — who “disappeared” in Chile, presumed tortured and murdered by the military dictatorship under Army General and President Augusto Pinochet (b.1915-d.2006).  Sting, who witnessed one of these public dance protests, offered this explanation in liner notes on his 1987 album Nothing Like The Sun:

     “On the Amnesty Tour of 1986 the musicians were introduced to former political prisoners, victims of torture and imprisonment without trial, from all over the world.  These meetings had a strong affect on all of us.  It’s one thing to read about torture but to speak to a victim brings you a step closer to the reality that is so frighteningly pervasive.  We were all deeply affected.  Thousands of people have “disappeared” in Chile, victims of murder squads, security forces, the police, the army.  Imprisonment without trial and torture are commonplace.  The ‘Gueca’ is a traditional Chilean courting dance.  The ‘Gueca Solo,’ or they dance alone, is performed publicly by the wives, daughters and mothers of the “disappeared.”  Often, they dance with photographs of the loved ones pinned to their clothes.  It is a symbolic gesture of protest end grief in a country where democracy doesn’t need to be ‘defended’ so much as exercised.  (see more on this song, and more on Sting’s impressions of what he saw and experienced in Chile, under “discography” at Sting’s website).

Trudie Styler and Sting.
Trudie Styler and Sting.
     Sting and his wife, Trudie Styler, have used their celebrity on numerous occasions to help advance various social and environmental causes.  Sting has also acted independently to advance his music when traditional avenues appear to block or slow its dissemination.

See also at this website, “Sting & Jaguar, 1999-2001,” on how Sting and Jaguar teamed up to help promote a new Sting song, and also, “LBJ’s Atomic Ad, 1964,” another Cold War tale that covers the onset of negative political advertising in American presidential campaigns. For additional story choices in politics please see the “Politics & Culture” category page, and for music, the “Annals of Music” page. Thanks for visiting – and if you like what you find here, please make a donation to help support this website. Thank you. – Jack Doyle

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Date Posted:  30 April 2009
Last Update:  10 July 2023
Comments to:  jackdoyle47@gmail.com

Article Citation:
Jack Doyle, “Sting: ‘Russians’, 1985,”
PopHistoryDig.com, April 30, 2009.

_________________________________


Books & Film at Amazon.com

Pulitzer Prize winning, “American Prometheus.” Click for copy.
Pulitzer Prize winning, “American Prometheus.” Click for copy.
“Broken Music” - a Sting memoir.  Click for copy.
“Broken Music” - a Sting memoir. Click for copy.
PBS video: “Trials of J. Robert Oppenheimer”.  Click for copy.
PBS video: “Trials of J. Robert Oppenheimer”. Click for copy.


Sources, Links & Additional Information

Sting’s ‘Dream of the Blue Turtles’ album, 1985, which includes the song, ‘Russians’. Click for CD.
Sting’s ‘Dream of the Blue Turtles’ album, 1985, which includes the song, ‘Russians’. Click for CD.

“Khrushchev Tirade Again Irks Envoys,” New York Times, November 19, 1956, p.1.

“We Will Bury You!,” Time, Monday, November 26, 1956.

You Tube clip: Barry Goldwater’s Khruschev Clips, 1964 Election Ad.

Jan Sejna, We Will Bury You, Sidgwick & Jackson, London, England, 1982. Book on communist Cold War strategies by former communist general Jan Sejna of the Czechoslovak Army, who later emigrated to the U.S.

Nikita Khrushchev, Khrushchev Remembers, Little Brown & Co., January 1970.

“The United State Prepares for Nuclear War in the 1980s,” American Studies, Colorado.EDU.

Sting’s Website.

“Russians,” Wikipedia.org.

Sting’s ‘Fields of Gold’ album, a Best-of-Sting compilation, which includes ‘Russians’ and ‘They Dance Alone,’ among others. Click for CD or digital.
Sting’s ‘Fields of Gold’ album, a Best-of-Sting compilation, which includes ‘Russians’ and ‘They Dance Alone,’ among others. Click for CD or digital.
Kai Bird, American Prometheus: The Triumph and Tragedy of J. Robert Oppenheimer, New York: Alfred A. Knopf, 2005.

Bernard Gwertzman, “Reagan Clarifies His Statement on Nuclear War,” New York Times Thursday, October 22, 1981, p. A-1.

Hon. Ronald Reagan, President of the United States, “Address to the Nation on National Security,” March 23, 1983, reprinted in Congressional Record, U.S. Senate, March 29, 1996, p. S-3206.

Lou Cannon, “Reagan Defends ‘Star Wars’ Proposal,” Washington Post, September 5, 1984, p. A-1.

Cass Peterson, “U.S. Won’t Abandon ‘Star Wars’,” Washington Post, December 24, 1984, p. A-1.

David Hoffman, “U.S. Firm In Pursuing ‘Star Wars’,” Washington Post, January 4, 1985, p. A-1.

Don Oberdorfer, “Reagan Claims ‘Star Wars’ Progress Does Not Violate Terms of ABM Pact,” Washington Post, October 13, 1985, p. A-11.

Sting Interview, Independent On Sunday (U.K.), November 1994.

Amy Argetsinger and Roxanne Roberts, “The Reliable Source: Mrs. Sting, Happy to Play Her Part,” Washington Post, April 1, 2009, p. C-3.




“Sting & Jaguar”
1999-2001

Rock star ‘Sting,’ especially popular through the 1980s and 1990s, cut a deal with the Jaguar car company in 2000 to use his ‘Desert Rose’ song in their TV commercials, helping make the song & its album top hits.
Rock star ‘Sting,’ especially popular through the 1980s and 1990s, cut a deal with the Jaguar car company in 2000 to use his ‘Desert Rose’ song in their TV commercials, helping make the song & its album top hits.
     Sting, the rock star, whose real name is Gordon Sumner, is a U.K. musician, popular since the late 1970s.  He is the recipient of numerous music awards and has taken home at least 16 Grammys in various categories.  He has also been nominated for the best song Oscar. 

In his musical career, Sting has had a number of affiliations, among them, as principal songwriter, lead singer, and bass player of the rock band Police. Including his years with Police, as well as his own solo career, Sting has sold over 100 million records worldwide. 

Among his hits with Police, for example, have been: “Message in a Bottle” (1979), “Every Little Thing She Does” (1981), and “Every Breath You Take” (1983).  Solo hits have included:  “If You Love Somebody Set Them Free” (1985), “We’ll Be Together” (1987), “All This Time” (1991), “If Ever I Lose My Faith in You” (1993), and others.  Sting has established himself as an artist pushing out the boundaries of pop music, incorporating elements of jazz, classical, and world music into his writing and songs.

CD for 'Desert Rose' single, which includes a Sting duet with Algerian raï singer Cheb Mami. Click for copy.
CD for 'Desert Rose' single, which includes a Sting duet with Algerian raï singer Cheb Mami. Click for copy.
     In the fall of 1999, however, Sting’s Brand New Day album was not exactly setting the music charts on fire — at least not initially.  Included on the album was “Desert Rose,” a haunting, calling love song with desert imagery and some Arabic verse. The song is said to have been inspired, in part, by the science fiction novel and movie, Dune, both of which use desert imagery and Arabic language. In fact, Sting had an acting role as the character Feyd Rautha in the 1984 film version.

The song “Desert Rose” includes a Sting duet with Algerian raï singer Cheb Mami, and some reviewers noted the song’s “world music” flavor. But when Sting and his team tried to get the song played on the radio, they had little success. Sting’s new music, some suggested, was perhaps a bit too sophisticated for normal pop radio. Radio programmers reportedly showed Sting research that supposedly proved listeners did not want to hear “Desert Rose.” That’s when Sting and manager, Miles Copeland, were forced to “plan B,” as they say.


Video Used a Jag

Jaguar S-Type, similar to the one used in 'Desert Rose' video.
Jaguar S-Type, similar to the one used in 'Desert Rose' video.
     Sting’s video maker had shot a music video for the “Desert Rose” song.  It featured Sting taking a trip through the desert in a stylish, chauferred car on his way to a nightclub to perform the song with Cheb Mami.  The car they chose to shoot the video was a new Jaguar S-Type.  In fact, when the video was completed, Sting’s manager, Miles Copeland, thought it looked a lot like a car commercial.  He then sent it to Jaguar’s advertising agency and asked them to make their car commercial look like the video in exchange for free use of the song.  The Jaguar people loved the tape as soon as they saw it.  Sting then licensed “Desert Rose” to Jaguar and the two sides then collaborated on the project for developing the TV commercials, which were similar to the video.  (Various versions of the video appear on YouTube and elsewhere.)



     Jaguar’s advertising agency, Ogilvy & Mather of New York developed two TV spots — a 30-second and a 60-second version in a campaign they titled, “Sting S-Type.”  It first began running on March 20, 2000 in the U.S.  By August 2000, the ads began appearing in several international markets as well.  The spots used footage from the Sting music video along with previous Jaguar footage. “Everyone dreams of becoming a rock star. What then do rock stars dream of?”
           – Jaguar’s ‘Sting-S-Type’ TV ad
“To have Sting in our car and the ‘Desert Rose’ music behind the product is what marketing executives dream about,” explained Jaguar’s Al Saltiel, general marketing manager.  “With the introduction of the S-Type last year and the upcoming launch of the X-400, one of our key strategic goals is to reach a broader market.  We believe this campaign will help us do that.”  The voice-over in the spots and the ad’s main line — “What do rock stars dream of” — grew out of the lyrics in Sting’s song.  “Desert Rose” is based on a dream,” explained Ogilvy & Mather’s Anton Crone, describing the ad’s theme.  “And from that we got the line, ‘Everyone dreams of becoming a rock star.  What then do rock stars dream of?’ ”  The answer: riding in a Jaguar S-Type, of course.

This Jaguar press kit was handed out at the New York International Auto Show 2000. It included ‘Desert Rose’ videos,  Jaguar TV ads using the song, a CD-single with three versions of the song, and photos with Sting and car.
This Jaguar press kit was handed out at the New York International Auto Show 2000. It included ‘Desert Rose’ videos, Jaguar TV ads using the song, a CD-single with three versions of the song, and photos with Sting and car.
     In early 2000, at the International Auto Show in New York, Jaguar also handed out and extensive press kit on their Sting and “Desert Rose” collaboration. It included a ‘Desert Rose’ video and two Jaguar TV ads using the song: a 60-second version and a 30-second version.  A promotional CD- single was also included in the packet that had three versions of the song — a radio version at 3:54 minutes; an LP verison at 4:46; and a club mix version at 4:44.  There were also six 35mm full color transparencies featuring Sting and car, full color sheets of the same photos, and some Jaguar background info.  However, the deal between Sting and Jaguar to run the ads raised some eyebrows, considering that Sting was an avid environmentalist who was endorsing a gas-guzzling vehicle.  The Jaguar ads, however, helped turn the tide for “Desert Rose” and the album Brand New Day.  The ad ran everywhere and people started demanding the song, and it was soon being played on the radio and beyond.

     “. . .‘Desert Rose’ was a moderately successful U.K. single, but in the States it became a phenomenon, turning into one of the biggest sleepers for some time,” explains one summary of the song at Sting’s website. The song ran for a good six months on the U.S. music charts and had “top ten” showing all across Europe. “[The Jaguar] TV commercial proved an excellent piece of marketing, with the song being continually exposed to mainstream TV audiences, who got 30 seconds of prime Sting when they least expected it.”  The song ran for a good six months on the U.S. music charts and had “top ten” showing all across Europe. It became Sting’s biggest hit in 10 years. It also lifted the album Brand New Day to become one of Sting’s best selling ever. By January 2001, the album had sold more than three million copies (triple platinum). The album also won several Grammys for the year 2000, and at the Grammy awards ceremony, Sting performed “Desert Rose” with collaborator, Cheb Mami. Meanwhile, to date, Sting’s Brand New Day album has sold over 4 million copies.

Desert Rose
Sting

I dream of rain
I dream of gardens
   in the desert sand
I wake in pain
I dream of love as time runs
   through my hand

I dream of fire
Those dreams are tied to a
   horse that will never tire
And in the flames
Her shadows play in the
   shape of a man’s desire

This desert rose
Each of her veils, a secret promise
This desert flower
No sweet perfume ever tortured
   me more than this

And as she turns
This way she moves in the logic
   of all my dreams
This fire burns
I realize that nothing’s as it seems

I dream of rain
I dream of gardens in the desert sand
I wake in pain
I dream of love as time runs
   through my hand

I dream of rain
I lift my gaze to empty skies above
I close my eyes, this rare perfume
Is the sweet intoxication of her love

I dream of rain
I dream of gardens in the desert sand
I wake in pain
I dream of love as time runs
   through my hand

Sweet desert rose
Each of her veils, a secret promise
This desert flower
No sweet perfume ever tortured
   me more than this

Sweet desert rose
This memory of Eden haunts us all
This desert flower, this rare perfume
Is the sweet intoxication of the fall

     In September 2000, Sting also performed the song with Cheb Mami, among others, at a Sting concert in New York’s Central Park before 20,000 fans who were given free tickets by the chain store Best Buy, then making its debut in the New York market.  Ann Powers, reporting for The New York Times, made the following observations on the concert and Sting:

     …No one seemed the least bothered by Best Buy’s ubiquity at Central Park; such deals do not undermine Sting’s credibility because they are utterly congruous with his image.  Sting’s music is the sound of money well spent.  His signature mix of torchy balladry and uplifting dance pop can absorb almost any outside influences, and he furnishes his songs with cosmopolitan touches like the Algerian rai music that underlies “Desert Rose” or the Cuban conjunto rhythms that occasionally enlivened Tuesday’s show.  It’s the old colonialist way, updated for an age of corporate, rather than state, domination: if you love something, buy it up.  It’s possible to view Sting’s genre-shopping as artistically commendable.  After all, this is pop, whose essence is assimilation.  In his groundbreaking band the Police, Sting rubbed reggae against punk to create a hybrid whose energy reflected the anxiety caused by such miscegenation.  As he matured, Sting grew suspicious of rock’s amateurishness and moved toward an ideal based in poised musical interplay instead of conflict.  His belief in a true world music led him to form outstanding bands, including the one appearing Tuesday.  It also pushed his music toward a rootlessness that can seem decadent.
     His cosmopolitanism illuminates when it holds that seed of self-awareness.  It’s there in “Desert Rose,” in the amazing second vocal by Cheb Mami, the Algerian rai vocalist who joined Sting as an opening act at the concert.  Sting, the Englishman, can nearly match the North African’s sinewy technique, but Sting’s fairy-tale lyrics about a veiled seductress are undermined by the immediacy of Cheb Mami’s voice.  Performing the song with him, Sting finally surrendered, allowing his partner to lead its final crescendo.  Humbly giving over to his inspiration, Sting proved himself a sensitive collaborator…

     Sting also performed the song on the 2001 Superbowl pre-game show, reaching an audience in the millions. “Desert Rose” also became a regular song featured on Sting’s ‘Brand New Day’ world tour.  So in many ways, the Jaguar deal proved a powerful catalyst for Sting’s new music; providing lift off for “Desert Rose” and the album.

     Before making the deal with Jaguar, Sting’s record company had planned on selling about 1 million albums. Their marketing and promotion budget had been estimated at about $1.8 million, including $800,000 to make the “Desert Rose” video.  Jaguar, by comparison, shelled out about $18 million for the TV commercial time, and gave the song exposure to a global audience Sting might not have otherwise reached. But as Sting’s then manger, Miles Copeland, would later explain of the Jaguar deal:

“…Initially all those around Sting, and to a degree Sting himself were fearful of doing a commercial as it was a given at that time that doing a commercial was ‘selling out.’ Sting agreed, reluctantly, mainly because the record company was not going to release another single in the U.S., and believing in the song, he wanted to give it a chance. The record company also thought I had given the store away UNTIL they saw the $18 million commitment [by Jaguar] for the TV buy. They were then supportive… [But] they still did not release it [the ‘Desert Rose’ single] in the U.S. UNTIL radio began demanding it.”

Jaguar’s Ad Music
“Greatest Hits” – 1999-2008

Desert Rose
Sting
History Repeating
Propellerhead & Shirley Bassey
I Turn My Camera On
Spoon
The Girl’s Attractive
Diamond Nights
Hardcore Days & Softcore Nights
Aqueduct
Signs Of Love
Moby
I’m In Love With My Car
Queen
Battle Without Honor…#2
Tomoyasu Hotei
London Calling
The Clash
Two Rocks And A Cup Of Water
Massive Attack
Hush
Deep Purple
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Sources: “Jaguar TV Ad’s Greatest Hits,”
Rhapsody Radish, February 20, 2007, and
Jaguar.com.

Also, according to Copeland: “the success of the [Jaguar] TV spot enabled me to get Olgivy and Mather to create a $3.5 million print campaign. This time Sting, with the encouragement of people around him, said no, so the campaign was scrapped.” Copeland also believed that another potentially big single on the album could have been “After the Rain Has Fallen,” which was in fact released as the third single April 1, 2000.

Copeland, reading the positive reception that “Desert Rose” had received on Top 40 radio – because of the Jaguar TV spot, he believed – then sought “to get another ‘cool or hip’ product like Jaguar to buy into [“After The Rain”] if it was going to have a chance.”

Copeland did succeed in getting another company to agree to a $10 million TV budget to advertise around that song. The record company, learning of this, was thrilled. However, this time, according to Copeland, “Sting (again with those around him telling him it would be a mistake) said NO. In fact, his words were, ‘Well, we will find out if I can have a hit single without the help of a sponsored TV commercial’.” In any case, the single “After the Rain Has Fallen” did not have the success that “Desert Rose” did.

     Jaguar, for its part, was quite happy to have used Sting’s “Desert Rose” song, and the experience appears to have had an impact on Jaguar’s thinking about how to package itself thereafter. Then owned by the U.S. auto giant Ford, Jaguar was the venerable U.K. car company known for its luxury cars, but also at that time, for its somewhat stuffy image. However, in the 1999-2008 period at least, Jaguar continued to use popular music in other car ads — from Deep Purple’s “Hush”, a 1968 hit, to Spoon’s more current tune, “I Turn My Camera On.”  Songs by Clash, Queen, Moby and Propellerhead have also been used. Granted, not all of these worked as well as Sting’s “Desert Rose.” Yet taken together, such pop and progressive music tracks were helping to give Jaguar a new brand image, which in turn helped the company reach new groups of potential buyers.

 

Timothy D. Taylor’s 2012 book, “The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture,”  University of Chicago Press, 345 pp.  Click for copy.
Timothy D. Taylor’s 2012 book, “The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture,” University of Chicago Press, 345 pp. Click for copy.

New Song vs. Old Song

     On the artist side of the equation, a few years after Sting’s success using the Jaguar ad, other artists followed allowing their music and/or image to be used in product advertising, including Bob Dylan, Sheryl Crow and Paul McCartney.  However, some of the artists, like Sting, were using TV ads not so much to capitalize on older music, but as a way to help launch new songs or albums. Music fans are often offended to find their favorite old songs appearing in TV ads.  They call it “selling out” and regard the advertising as a crass exploitation of the emotional connection built up over their years with song and artist. However, a new song used in a commercial, unknown and without a track record — no “emotional constituency,” so to speak — might be seen somewhat differently. Artists argue that given the tougher climate in the music industry and the keen competition out there, a new song needs all the help it can get. And TV spots are a good way to get noticed. Still, one car company ad or beer commercial does not always mean immediate pop success for the artist. And the chosen sponsor can also carry baggage that the artists’ fan base may not like. For the sponsor too, the chosen music can boomerang on the company or turn off other customers. Music fans, meanwhile, remain divided on the practice, whether old song or new, with some being more vehement about it than others.

See also at this website, “Sting: Russians, 1985,” for a profile of Sting’s cold war tune that also calls out the Reagan-era Star Wars “we-will-protect-you” Strategic Defense Initiative. For additional stories on music and marketing at this website, see, for example: “Nike & The Beatles, 1988-1989”; “Big Chill Marketing, 1980s-1990s”; and, “Google & Gaga, 2011”. See also the “Madison Avenue” category page for other choices. Thanks for visiting – and if you like what you find here, please make a donation to help support the research and writing this website. Thank you. – Jack Doyle

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Date Posted: 27 September 2008
Last Update: 23 July 2021
Comments to: jackdoyle47@gmail.com

Article Citation:
Jack Doyle, “Sting & Jaguar, 1999-2001,”
PopHistoryDig.com, September 27, 2008.

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Sources, Links & Additional Information

Bethany Klein’s 2009 book, “As Heard on TV: Popular Music in Advertising,” 1st Edition, Routledge, 178 pp.  Click for copy.
Bethany Klein’s 2009 book, “As Heard on TV: Popular Music in Advertising,” 1st Edition, Routledge, 178 pp. Click for copy.

“Song Details, Desert Rose,” Sting.com.

Jaguar website, Jaguar.com.

Desert Rose Remix video at You Tube.

“In Rock Stars’ Dreams — The Jaguar S-Type,” Automotive Intelligence News, March 16, 2000.

Cherie DeLory, “Sting Rides a Jaguar S-Type,” ‘boards, March 23, 2000.

Ann Powers, Pop Review, “It’s Sting’s World: Exoticism, Torchy Ballads and the Good Life,” New York Times, September 14, 2000.

Phil Patton, “Like the Song, Love the Car,” New York Times, September 15, 2002.

John Schacht, “Sting Pioneers Revolutionary Trail to TV Commercials,” Creative Loafing.com, published 09.01.04.

Bill Flanagan, “Selling Records Or Selling Out?,” CBS Sunday Morning, February 26, 2006.

Janet Morrissey, “If It’s Retail, Is It Still Rock?,” New York Times, October 28, 2007.

“Jaguar TV Ad’s Greatest Hits,” Rhapsody Radish, February 20, 2007.

“Desert Rose,” SongFacts.com.

“Desert Rose” and “Sting,” Wikipedia.org.

Miles Copeland, Email Correspondence to Jack Doyle, PopHistoryDig.com, September 6, 2016.

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