It’s not hard to hear why “When My Time Comes” from Los Angeles band Dawes was chosen by one of the automobile industry’s leading brands, Chevrolet, to score their newest commercial. The single off the off their September 2009 released album North Hills, named for the part of Los Angeles from which they hail, is a real solid, folksy narrative and one that seems to target the Chevrolet demographic.
It’s got that blue collar pride and Springsteen spirit that accompanies all too well the Chevrolet truck and what it represents: The American Dream, more or less. The comparison between Dawes’ video of “When My Time Comes” and Chevrolet’s sampling is a progression. The band’s official video shows an early 20th Century impoverished and enslaved life as the band plays inmates shoveling dirt on the side of the road watched over by oppressive, Aviator-adorning cops, then they escape to a haven in the woods playing makeshift instruments like pots for drums and an upright bass with one string.
The Chevrolet commercial, using effective marketing, shows the modern American life using the truck as proof of endurance and invention ranging from everyday tasks to police missions and ending with a declarative motto: “This is how America gets work done.”