The first time it hit me was while I was watching the Cadillac commercial. You know the one I'm talking about, the one that shows a Caddy blazing across an almost empty landscape, plumes of dust trailing behind and the sound of Robert Plant's voice blaring out "Rock and Roll" in the background. Is it just me or isn't a Caddy considered an old man's car? Led Zeppelin, to me, signified rebels, part of the counterculture, at least when I was young. How could this happen? How could Led Zeppelin sell out to something so commercial, so establishment? All of a sudden I started noticing music in the grocery stores, department stores, restaurants, in movies, television shows and commercials. It was all over, and not just adapted Muzak versions, but original stuff. When did the music of the love generation, the generation that had forsaken materialism, become the anthems of materialism?

My experiment

Just for fun, I began jotting down commercials that used songs from the '60s to early '70s to promote products. After two weeks I counted 18 — everything from "All You Need Is Love" (the Beatles) for Chase Bank to "Let's Stay Together" (Al Green) for Tide. I began searching the Web and found a site, What's That Called? (whatsthatcalled.com), which features a list of corporations (269) and the songs they use to promote their products. This is what I found:

GAP

The company that used the most classic rock 'n' roll was the GAP, with a total 10 oldies.

Why oldies?

I suppose the reason companies use oldies is because of the large baby-boomer population and their enormous buying power, although some of the companies, such as Apple, Yahoo and Monster.com, cater to a much younger audience. Part of the appeal of using oldies is the fact that the lyrics lend themselves to commericals — "Takin' Care of Business," Staples; "Magic Carpet Ride," Chevrolet; "Let's Get It On," Levi's; "You Got It," Target; or "Anticipation," Heinz ketchup. Another reason is that the music was (and still is) good, good enough to merit remakes by contemporary artists such as Stone Temple Pilots, Red Hot Chili Peppers and Sheryl Crow.

It's everywhere

It used to be the only businesses where you could hear rock 'n' roll were head shops and the occasional hip clothing store. Now you can choose your listening experience according to the business. Head over to Smith's for a little of the Beatles, then hit Red Lobster for some Van Morrison or Wienerschnitzel for some Motown. You name the store, they're all playing the oldies. Oldies tunes have even infiltrated local assisted-living facilities. It's enough to make Jim Morrison spin in his grave.