WTF: Bjorg Jewelry "Heresy" . . . Art, Advertising or !@#$%?

Gonna get right down to it . . . Breaking out the boys choir was effective in Levi's 501 blue jeans commercials in the 1980s . . . but having angelic voices sing while a model gets torched at the stake - Are you @#$%ing nuts? This little pile of poopie is walking that fine line between self-indulgent and self-inflicted gunshot wound to the meat and veg.  Really Bjorg.  What's the message? What does this promote or say about your brand other than your CMO is gonna get canned in the next 6 months because they think there is some kind of connection between the people you buy jewlery for and the people you douse with gasoline and burn . . .  

OMG: Word Up or Simply Word WTF?

Just scratching my head. . . and the British accent VO at the end doesn't wash over the fact that this one is just an oddball.

I am sure somewhere this spot is going to win an award - maybe in the category of "Most Money Wasted on a Music License" . . . but pretty sure no one I know will be running out to buy V05 hair pomade any time soon after watching "The Pliktisijiteur Pageant."

The music license and re-arrangement of Cameo's "Word Up" is unimaginative.  The spot is itself shot and lit well - kudos to the cinematographer.  The costumes and set design brilliant . . . and it sure looks big . . .

. . . but such a rich visual spot and high concept is quickly deflated by the underpowered music bed.  Especially without a voice over or any dialogue here, the music and sound design's role is so critical to succesfully telling the story and it simply falls short as a piece of brand communication (not even sure what it says about the brand that is flattering).  The spot might have worked with an underscore that made sense, and with such a unique visual context there were so many creative directions that could have delivered, but instead we are left pulling out our hair instead of slicking it back with V05.  

Ergh.  

(p.s. a second alternate version of the music is equally tough to digest . . . )