If it's good enough for Jack White then
Michael Jackson did it in spectacular fashion, even managing to catch his hair on fire in the process back in the 1980s. The likes of Britney, Beyonce and Christina have all added their names to the bill and most recently Jack White of The White Stripes pimped his musical skills for the cause. Yes, endorsing certain drinks brands seems to go with the territory of being in the musical limelight and not wanting to miss out on the whole heart warming, and of course lucrative deal is Lenny Kravitz. Promoting a fizzy drink isn't very rock and roll though so instead Kravitz has teamed up to write a song for Absolut Vodka in what is touted as being the artist's interpretation of the Absolut brand. Well, that's about as clear as a pint of Guinness and makes as much sense as Shane McGowan on St Patrick's Day but then maybe Lenny had swigged a few too many shots of vodka himself when he agreed to the project.
Then comes the music. As much as you want to condemn it for the sheer commercial sell out it appears to be, when it comes down to it 'Breathe' is a catchy, disco tinged slab of rock that isn't overtly offensive to the ear but most definitely is not ground breaking or life changing. It's never going to be the gutsy rock undertaking that Kravitz is better known for, after all don't forget this is an appraisal of a drink, but there is a certain spark there and perhaps if it didn't have a corporate flag over its head it may just be a little easier to swallow. How far 'Breathe' is a true interpretation of the Absolut brand is anyone's guess; perhaps questioning an intoxicated individual in a bar on a Friday night may shed some light on Kravitz's success. For now, taken on face value, 'Breathe' is an infectious ditty that certainly wouldn't be out of place brandished on a commercial and in that case Kravitz has accomplished what he signed on the dotted line to do.