The commercial paints a hopeful portrait of the future of humanity, as assisted by AI: Smiling kids, butterflies, rainbows and hugs. “Call us optimists, call us dreamers, call us whatever the hell you want — but we’re betting on people, and we like those odds,” says the narrator.
In a 1974 interview with fellow icon William Burroughs for Rolling Stone, Bowie explained the concept behind the scenario described in "Five Years," which was recorded on November 15, 1971, and how it fit into the Ziggy Stardust album as a whole.
Not exactly the kind of thing that would make for a cheerful social media post, as many commenters on an Instagram video of the ad were quick to point out. Criticisms ranged from "This is so dystopian" to "This is the type of video they show at the beginning of movies then the camera zooms out of a screen to show the war and destruction happening around because of the consequences."
When WIRED reached out to Meta for a comment, spokesperson Francis Brennan told the outlet he “would like to highlight what David Bowie himself said about ‘Five Years’ and its meaning: having optimism for the future.”
Michael Putland / Getty Images
"Okay, well if this is going to be an inevitable situation with the chronicles of rock, and one must presume that it will be, then I would strive to use that position to promote some feeling of optimism in the future, which might seem very hypocritical related to ‘Five Years,'" he said.
As Jeremy D. Larson, the deputy director of Pitchfork, told WIRED, because Warner Chappell Music owns Bowie’s catalog, it's up to them to decide who gets to use his music in commercials.
At the very least, a classic Bowie tune is reaching a new generation of listeners.
Related: 'The Greatest Rock Star' Ever Just Hit a Major Milestone 10 Years After His Death
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