CBS has got a feeling that the Black Eyed Peas can provide the right soundtrack to its summer marketing.
The network has licensed “I Gotta Feeling,” the second single from the Peas’ forthcoming “The E.N.D.,” to use in on-air advertisements for its summer lineup. The network’s biggest warm weather hit, “Big Brother,” has a younger audience composition that fits in well with the Peas’ demographic. But the group also has broad appeal, which works for CBS’s crime drama and comedy repeats.
As for “I Gotta Feeling,” the song has all the hallmarks of a network TV promotional chorus, such as lyrics which mention all the nights of the week and upbeat imagery about partying and having a good time. Such themes tend to work well set against images of TV characters and reality stars prancing about
“I Gotta Feeling” also has some unique lyrics that might have amused CBS Entertainment President Nina Tassler: “Fill up my cup/Mazel tov!” the Peas sing at one point, in one verse even adding a “L’chaim!” Tassler has studied to become a cantor, a Jewish singer who participates in prayer services.