Focus Features thinks we don't know what 'Atonement' means
“It’s too laaaaaaaaate to change the title,” OneRepublic’s Ryan Tedder (top) and soldier boy/library lover James McAvoy (bottom) appear to be wailing. I can’t be the only one who finds the pairing of Oscar-nominated Atonement and Timbaland’s remix of the OneRepublic song “Apologize” in the most recent batch of the movie’s commercials rather jarring. Don’t get me wrong, the song’s lovely on its own. I’m not even pissed off that it’s been stuck in my head for two days, because I rather enjoy feeling like Timbaland is sitting in a booth behind my cube, laying down some background beats to my work day. But replacing the film’s own perfectly good score kind of makes the studio seem desperate. Do kids want to see Atonement after watching these spots? I’d be shocked. So would they, once they paid for tickets.
This particular song/movie pairing seems more well-suited to a fan vid than a legitimate commercial. Hey, look — there are already two well-executed full-length ones, here and here. Nicely done! Mandi will be thrilled.